Inside the Chamber column: Making the most of your one-liner
Inside the Chamber
Part four of a four-part series.
Your company’s slogan or tagline offers a great one-line description of your product or service. There are some very famous ones that we all know, such as Burger King’s “Home of the Whopper” or Nike’s “Just Do It.”
Recently I attended a networking meeting hosted by the chamber. It was our women’s only group (Women Interacting & Networking or W.I.N.), and we used our slogans as a guessing game. Each business put its one-liner in a basket, and as our guest emcee — lone male Steve Wells from Midland Fitness — read them, we were to guess the business’s name. Below are some of the slogans that were shared.
There were some very recognizable local ones such as:
• Sweetest Shop in Town – Grand Avenue Sweets
• Big Enough to Count Small Enough to Care – Vectra Bank
• All of US Serving You – US Bank
• Our Family, Caring for Yours – Mountain Family Health Center
• Where Common Sense Lives – Community Banks of Colorado
• Connecting our Communities in a World of Possibilities – Garfield County Libraries
And then some that were a little more descriptive such as:
• We sit on 5 acres, just a 10 minute walk from downtown – Best Western Antlers
• With over 30,386 lines in our inventory your party will be colorful – Alpine Party Rentals;
• We THRIVE on creating the DESIGN you love to enjoy our Colorado WINE In – Designer’s Vault Design & Wine Room
• Our first owner was sheriff of the town – Iron Mountain Hot Springs
We also enjoyed some entertaining taglines:
• For things that go buzz in the night – Shenanigans (Adult Novelties) inside Pure Strands Salon & Spa – yes this one caught us all off-guard and got quite a laugh but it is recognizable.
• The Hottest DJs in Town (The emcee ad-libbed on some) – Radio CMC
If you have a slogan or one-liner for your business why not also use it when creating your elevator pitch? Think of your elevator pitch as a description of what you do and hopefully an open door to a longer conversation. Not just your business is a brand but so are you.
As you begin writing your elevator speech think about how you can incorporate your slogan into this 30-60 second speech. Everyone has different ideas of what makes a great elevator pitch, but when you get back to basics you will realize there are three true rules to consider:
1. It should be 30-60 seconds or less.
2. Your skill (or how you benefit a potential employer) should be clear.
3. There should be a goal (or ask).
The foundation of your pitch is what you do — identify and articulate. Then add your greatest strength. If you are job searching maybe use words such as: have a knack for, talented at or effective. What would you like to do or what is your goal for your pitch? Consider what results you are going for such as gaining exposure in your industry. Also, what is your why or motivation. Then, after writing down all of your bullet points, go ahead and put it all together.
I tried it, and my 30-second speech would look something like this: The chamber’s tagline is Building Business. Building Community. So a great elevator pitch for me would be: Hi, I’m Joni Bates, VP of membership development at the Glenwood Springs Chamber. You might not know this but the chamber is organized around five core competencies which include: promoting the community; building a strong local economy; providing networking opportunities for members; representing business interests; and engaging in political action. I can help build your business, which in turn builds a better community.
I shared my pitch with you, so what’s yours? It is possible you don’t already have an elevator speech, so if not let’s work together to create one for you. I invite you to attend one of the chamber’s many networking groups with me and other local business leaders and we can work together to grow your business. Contact me, Joni Bates, at 970-945-1514 or email@example.com to build your business and in essence the community.
Joni Bates, IOM, is vice president of membership development at the Glenwood Springs Chamber Resort Association.
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