What makes you interesting?

By Thomas Becher, APR

Every business has – or should have – an elevator speech. You know, that 10-second opportunity to tell someone about your business.

Problem is, not everyone does a good job communicating who they are and what they do.

That’s why I’m a big believer in developing key messages. Key messages are words and phrases that describe your business and its benefits to your customers.

These key messages should be used in that elevator speech, for sure, but also in your marketing material, Web site, social media postings, internal culture – anytime you’re communicating.

I’m not talking about a clever slogan. I mean a clear, brief and understandable set of words that will effectively explain how you stand out.

We’ve all heard a line like this: “I work for XYZ Corporation. We make pneumatic parts for the transportation sector and we just received ISO 9001 registration.”

Yawn. How about this instead:

“XYZ Corporation makes parts that help trains and buses move freight and people around the world. And we’ve been recognized with an international quality standard.”

That’s more like it.

Every business has an interesting story to tell. Give some thought about what makes your business compelling and unique. Then jot down those words and phrases.

You’ll be surprised what you may come up with. Then be sure to tell the world.