The Who, What and Why of You

I had a fantastic Saturday with an intimate group of amazing women in business. Each of them had a story that was so intriguing and each possessed a passion for what they did; they just glowed when they had the opportunity to talk in length about what they did. But, when it came time to give a concise definition of their unique business I saw a problem across the board. Here was a group of fascinating, dedicated, and extremely professional women that were missing opportunities to increase their recognition and income! We all can benefit from getting our message compressed into a great little “commercial”. You can call it the “elevator speech” or “30 second pitch’ (my least favorite title for this, by the way) but having a great one is crucial to career advancement, and having a repertoire of these little gems is invaluable. You’ve heard this before, but there’s more to consider…. Here’s where training on camera can be a huge benefit to your growth, even if you think are not yet ready or “prime time” TV. Nothing can increase confidence in the delivery of your message faster than watching yourself in real time! Here’s how it works: to develop a fabulous description of what you do think about what makes you different. You may be the banker who really cares to see your clients succeed in their financial goals or a lawyer with integrity (insert favorite lawyer joke here), or maybe the bath product that you developed is the best because to your grandmother’s formula. There is something that the world would be better to know, and no one can benefit if you can’t deliver your message efficiently. A good coach or media trainer can assist you by finding key points of your business that you most want to share. From that foundation it’s possible to create an initial ‘commercial” or two. Now, get in front of a camera and get interviewed about your business! If you don’t have a coach to interview you then grab a friend that is business-minded and who will ask you in-depth questions. As they are playing reporter, make sure they ask “who, what , when why and how” questions and force you to talk at length. Use those ‘commercials” that you just developed when the opportunities arise. Now play it back and watch yourself. It may be tough at first to see everything, so be prepared to sit for a while and re-watch your interview a few times. Look for the places where you are most fun to watch (being entertaining is charismatic!). When are you most uncomfortable and why? What can you do to relieve your discomfort in those areas? By watching yourself as you discuss your business you will begin to understand where you share your message most strongly, and how you might improve in other areas. It takes a little time, but it is well worth it!