The elevator speech

Many marketing folks talk about the the “elevator speech.” This suggests writing a simple monologue about your profession…something you can tell somebody during a brief elevator ride.

How long is an average elevator ride? According to the internet…about 118 seconds. That’s slightly longer than the length of an average movie scene of 90 seconds. But I would suggest something even shorter. Why?

We television watchers can generally absorb and remember a one minute ad. Those ads frequently present a scene that describes a problem, and offer a solution to the problem.

Consider this: Many of us humans don’t buy products. We buy solutions to problems. I buy toothpaste and haircuts simply because they make me look better.

How do you — or your job or your company — solve a problem? Can you talk about that in 60 seconds, or 150 words?