An 'elevator speech' is a quick and concise summary of what your organization does and what makes it special. While we rarely find opportunities to make speeches on elevators, the elevator speech comes in handy in all kinds of situations, from professional events to parties. Here are some tips to make yours successful.

Know your goal
How can the person you are speaking with get involved? What do you want to happen as a result of the conversation?

Know your audience
Make sure you think of them on a human level as well as a business level. What makes your elevator speech interesting to them? Why should they want to listen? How can you help them achieve their goals?

Know the basics
What are the key messages that define your organization? Use them consistently.

Keep it fresh
Think of recent examples or stories to illustrate your key messages. Use examples that your listener can relate to.

Keep it real
Tell stories with concrete details. Paint a picture with words for your listener.

Push the buttons
Let your passion for your work show through. Get excited. Make eye contact.

Say no to jargon
Remember that your listener is a person first and a business associate second. Use everyday language that everyone understands.

Be prepared
Memorize your key messages. Jot down effective language and success stories you hear from colleagues. You never know when they will come in handy.

Once in a while you find a free resource that is too good not to share. That's why I'm pleased to direct you to the Social Marketing Resource Guide.

This online publication and PowerPoint presentation was developed in 2002, but it is just as useful today for folks who want to understand, explain and use social marketing strategies.

Social marketing is more than a media campaign, a Facebook strategy or an advertising program; it is a comprehensive marketing strategy to change people's behavior on a large scale. Remember the Five P's of Marketing (product, price, place, promotion, and people)? You need to use each of them as effectively to sell healthy behaviors as you do to sell cereal.

Great social marketers partner with effective direct service programs and with researchers to figure out what works and use that knowledge to create large scale change.  Successful social media campaigns have reduced teenage smoking, increased condom use and prevented domestic violence.

Check out the Social Marketing Resource Guide and start thinking about how you can employ a comprehensive marketing approach to your work. If you need help, give us a call.