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: the goal.
I know 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 consultant & speaker helping professional services firms win new business.”
Here are the key elements (using my example above). Include your occupation (consultant & speaker), services (consulting & speaking implied), target audience (professional services firms) and specific benefits received from working with you (win new business). 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 with a question that demonstrates that you understand a commonly held challenge facing your target audience. I would ask, “you know how professional services firms are often perceived as commodities? Well, as a speaker & consultant, I help professional services firms fight commoditization to win new business.” According to Michael Port, author of Book Yourself Solid, you might elaborate on your services or add a story of how you’ve helped a client facing a common challenge.
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 work in marketing,” you instantly commodify yourself. Another pitfall is saying what’s true, but not unique, “I work in marketing for an architecture firm.”. 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 clichés like “synergize, best of breed, core competency, win-win or paradigm shift,” then punch yourself in the mouth and start over.
Next Steps
The process of writing your self introduction forces you to narrow your focus and prioritize. Start crafting your 10–15 word short intro to piqué 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 refer you like the awesome person you are.