Small Message, Big Impact: The Elevator Speech Effect

Small Message, Big Impact: The Elevator Speech Effect

by Terri L. Sjodin

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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.

Product Details

ISBN-13: 9781591845485
Publisher: Penguin Publishing Group
Publication date: 08/30/2012
Pages: 240
Sales rank: 460,284
Product dimensions: 5.82(w) x 8.36(h) x 0.88(d)
Age Range: 18 Years

About 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.

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

What People are Saying About This

From the Publisher


“The ability to deliver efficient, effective, and compelling communication is a core value within the Goldman Sachs 10,000 Small Businesses educational pro­gram. Small Message, Big Impact has been a wonderful resource in supporting the 3 minute rocket pitches within the curriculum we designed for growth-oriented business owners.”
—PATRICIA GREENE, Paul T. Babson Chair in Entrepreneurial Studies and National Academic Director, Goldman Sachs 10,000 Small Businesses Initiative

“We never could have launched our company without a carefully planned elevator speech. Terri Sjodin shows you how to master yours so you can attract investors, market your company, and succeed wherever you go.”
—ALEXANDRA WILKIS WILSON and ALEXIS MAYBANK, cofounders of Gilt and bestselling coauthors of By Invitation Only

“There’s no better way to jump-start your personal brand than with a well-prepared elevator speech. And there’s no better expert to show you how than Terri Sjodin.”
—DAN SCHAWBEL, founder of Millennial Branding and author of Me 2.0

Small Message, Big Impact is an insightful yet practical book. If your job depends on persuading others, you’ll find yourself inhaling the contents and breathing easier because your message will have more traction and you’ll persuade more people to take purposeful action.”
—GERHARD GSCHWANDTNER, founder and publisher, Selling Power magazine

“Whether you’re advocating for a community cause or pitching a business idea, Sjodin’s creative tools provide a framework for speaking with clarity and confidence.”
—ANDREA RENO, Senior Director of Brand Development and Compliance Marketing Communications, YMCA of the USA

Small Message, Big Impact is an easy-to-read, easy-to-apply guide for making a positive first impression and communicating with impact.”
—CATHY McMORRIS RODGERS, U.S. Congresswoman (WA)

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Small Message, Big Impact: The Elevator Speech Effect 4 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
bradmac More than 1 year ago
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.