Identity

The self-introduction is such a simple and effective way to build awareness for your business. Often called the “elevator speech,” I prefer “self-intro” because delivering a speech in an elevator is absurd. Plus, the goal is to engage in a dialogue, not deliver a monologue. When asked “so, what do you do?,” seize this opportunity. A compelling self-intro is a catalyst for someone to ask you follow-up questions. Before you know it, you’ll be engaged in a stellar conversation. Conversation leads to connection which is the ultimate goal.

I understand that it’s awkward talking about yourself because you fear sounding pompous. As a result, most of us self-introduce poorly. But done well, it’s an authentic, two-way, targeted marketing communication tool that can instantly create a favorable impression for you and your brand.

Self-Introduction Basics
I recommend having two versions of your self-intro. The short version should be about 10-15 words. Mine sounds like this: “I’m a coach helping creative businesses soar.”

Here are the key elements (using my example above). Include your occupation (coach), services (coaching), target audience (creative businesses) and specific benefits received from working with you (soar). The key is to craft something you’d say to a friend. If it is too canned, you’ll sound like a cheesy pre-recorded salesbot and you’ll never use it.

For the long version of your self-intro, start off with a question that demonstrates that you understand a commonly held challenge facing your target audience. I would ask, “you know how creative professionals often don’t like to market themselves? Well, as a marketing coach, I help creative professionals define their core genius to attract clients that value their brilliance. I offer guidance from my 15 years of owning a creative firm.” According to Michael Port, author of Book Yourself Solid, you might elaborate on your services or add an example of a “wow” success story. You could also focus more on the benefits clients receive when working with you.

Common Mistakes
I recently led a workshop on this topic for my Toastmaster’s club. Here are some areas where people struggled. By just stating your occupation, “I’m a designer,” you instantly commodify yourself. Another pitfall is saying what’s true, but not unique. Remember, this is a positioning statement which is about differentiation. Finally, watch for language that looks impressive when written but sounds ridiculous when telling a friend. If you include business cliches like “synergize, best of breed, core competency, win-win or paradigm shift,” then punch yourself in the mouth and start over.

Next Steps
Just as important as the words you choose is the excercise of having to narrow your focus and prioritize. So, start working on your 10-15 words to pique enough interest that you’ll be asked follow-up questions. When your self-introduction is clear and concise, like the premise of a great movie, then others can easily spread your message like a blockbuster referral.