Small Message, Big Impact: The Elevator Speech Effect

Overview


 “Whether I’m pitching a potential client or creating a blockbuster ad campaign, I’m always thinking about how to make the message smaller so the impact will be big­ger. Terri Sjodin has codified the science of getting this right.” —Linda Kaplan Thaler, CEO of The Kaplan Thaler Group and best-selling coauthor of The Power of Small and Bang!
 
You’re at the airport waiting for a flight, burning time by checking your e-mail. Then you ...
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Small Message, Big Impact: The Elevator Speech Effect

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Overview


 “Whether I’m pitching a potential client or creating a blockbuster ad campaign, I’m always thinking about how to make the message smaller so the impact will be big­ger. Terri Sjodin has codified the science of getting this right.” —Linda Kaplan Thaler, CEO of The Kaplan Thaler Group and best-selling coauthor of The Power of Small and Bang!
 
You’re at the airport waiting for a flight, burning time by checking your e-mail. Then you spot the CEO of a company you’ve wanted to connect with for ages. He’s also waiting for his flight. Your flight! Should you walk over? What would you say?
 
We’ve all been there. An opportunity presents itself and you have one chance to share your impor­tant message. The clock is ticking. And in this age of information overload, no business skill is more essential than being able to connect with others quickly, whether in a one-on-one meeting or in front of thousands of people.
 
Acclaimed speaker and consultant Terri Sjodin defines an elevator speech as a brief presenta­tion that introduces a product, service, or idea. Its purpose isn’t to say everything about your topic—just to intrigue and inspire the listener to want to hear more. And Sjodin suggests you expand your vision of what it can do. “Don’t just think of an elevator speech as a generic tool you use in chance moments—consider the concept as a strategy to manage multiple talking points and to communicate more complex ideas as well.”
 
Her bestselling book is an entertaining, practical guide to making your message concise, compelling, and effective. She reveals, for instance, how to:
  • Build a convincing case using six of the most consistently effective arguments.
  • Incorporate unique illustrations to bring your message to life.
  • Speak in your own authentic voice; the art is in your delivery!

In this newly updated edition, Sjodin offers her time-tested strategies and advice, including sim­ple outlines, worksheets, a sample elevator speech, evaluation forms, and much more.
 
Whatever your goal, you can learn to craft a fresh, brief, convincing message that generates tangible results.

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  • Small Message, Big Impact
    Small Message, Big Impact  

Editorial Reviews

Publishers Weekly
In this age of 140 word tweets and five-minute dinners, the ability to put forth a message, make a proposal, or give an on-the-fly three-minute presentation is a required skill. In this wonderfully concise book, communications expert and consultant Sjodin (coauthor of New Sales Speak) provides a blueprint to create and deliver “Elevator Speeches.” After explaining this concept, she guides readers toward developing their intentions and crafting the speech itself, based on Monroe’s Motivated Sequence (itself based on the work of Alan H. Monroe, who was a Purdue professor in the 1930s). In addition to a section on networking, there are worksheets and examples throughout, with a collection of additional worksheets at the end of the book and a URL where these can be downloaded. The concepts and the chapters flow smoothly, the ideas are constantly reviewed and developed, and the book is brought to a strong conclusion (followed with a chapter on FAQs and other odds and ends). As she makes clear, an Elevator Speech is not meant as a complete presentation but rather to initiate a “Butterfly Effect”—to “intrigue and inspire a listener to want to hear more.” To that end, Sjodin succeeds in giving readers the necessary tools. Agent: Margret McBride, Margret McBride Literary Agency. (Sept.)
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Product Details

  • ISBN-13: 9781591845485
  • Publisher: Penguin Group (USA)
  • Publication date: 8/30/2012
  • Pages: 240
  • Sales rank: 628,733
  • Product dimensions: 5.82 (w) x 8.36 (h) x 0.88 (d)

Meet the Author


Terri L. Sjodin is the principal and founder of Sjodin Communications, a public speaking, sales training, and consulting firm. For more than twenty years she has served as a speaker and consultant for Fortune 500 compa­nies, industry associations, academic conferences, CEOs, and members of Congress. She lives in Newport Beach, California.
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Table of Contents

Preface xi

Introduction: Concept

The Elevator Speech + The Butterfly Effect = The Elevator Speech Effect 1

1 The Elevator Speech: A Small Message Can Have a Big Impact 7

2 A Define Your Intention 21

3 The Basic Core Outline to Get You Started 39

4 It's Not One Thing; It's Three Things 51

5 Build a Persuasive Case 57

6 Get Creative and Bring the Message to Life 83

7 Delivery: Speak in Your Own Authentic Voice 103

8 Earn the Right to Be Heard 117

9 "Plus-ing" the Elevator Speech 139

10 Walk Through It Before You Run with It 147

11 It's a Dance: Practice and Evaluate to Improve and Grow 163

12 Nuggets of Advice and Answers to Frequently Asked Questions 177

Conclusion: A Personal Letter from Terri 195

Afterword Harvejr Mackay 197

Acknowledgments 201

Appendix 205

Index 213

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Sort by: Showing 1 Customer Reviews
  • Posted May 31, 2011

    Superb Book!

    A fun, insightful read that reflects Ms. Sjodin's professional but real style. I listened to the audio version and now I want the book so I can have it for reference - it's that good.

    Was this review helpful? Yes  No   Report this review
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