You’ve probably heard it before, and you’re likely to hear it for a long while yet – right now, content is king. This claim is not at all surprising, considering the fact that practically everyone is online these days and that the currency of the Internet happens to be ideas expressed through content. And because there are more people on the Internet now than there was in the past, creating content for people (not search engines) is really important.
Great content is especially essential to businessmen and marketing professionals, who want to attract and maintain interest for their companies. It’s no longer a matter of just calling up business phone numbers and delivering messages while hoping for the best. It’s no longer a matter of coming up with crazy advertising stunts. More often than not, new marketing efforts involve content that people find most attractive are informative, entertaining, and to the point – qualities that are most often applied to your run of the mill elevator speech.
What’s an elevator speech?
For those of you who haven’t run across the concept, an elevator speech is a spiel that you deliver to a person in order to inspire them to do something – typically in connection to your business goals. It’s called “elevator speech” because it’s expected to last for 30 seconds or less, roughly the time it takes to ride an elevator from the lobby to the desired floor or vice versa. Because you have such a short amount of time to pitch your company and call to action, this type of speech requires you to distill your core points effectively, in a way that makes you memorable.
Why all content today should be like elevator speeches
While it’s true that some information cannot be delivered succinctly – many ideas are very complex and require a great deal of discussion – it’s still better if the salient points can be summarized easily. These days, most especially, people find themselves having to deal with more ideas on an hourly basis than they ever had to before. As such, they are more likely to appreciate content that gets to the point very quickly and very clearly communicates what is expected of them as participants in that discussion. If people find it hard to see the point of the content, they are likely to abandon in seconds.
How to create content that mimics elevator speeches
As was mentioned before, actual elevator speeches only give you thirty seconds to engage a person and inspire them to take action in your favor. In the case of content like text, audio, images and the like, you only have thirty seconds to establish relevance and inspire interest so they’ll take your call to action seriously. In both cases, you need:
- A killer opening line – It can be the title of your blog post, or a crazy Tweet. It can be the first sentence you utter on your podcast or video. It can be a major statistic that you integrate into the top half of your infographic. Either way, you need to draw people in from the get-go, so they’ll pay attention to the rest of what you have to say.
- Clear, organized points – Once you’ve delivered that killer first line, you need to establish the points of discussion in relation to the topic you’re discussing. You can do this by mind mapping your subject and picking out three sub-topics that you strongly associate with it, then arranging their discussion in a logical order. You can treat each sub-topic like a sub-section in an article.
- End by making a clear call to action – Do you want people to watch more of your videos? Eat more tacos? Introduce you to their friends? Then tell them so at the end of your content. The more specific your instructions are, the more likely they’re going to be followed.
Elevator speeches give maximum impact while wasting minimum time. Apply that to all your content and you’re always going to attract lots of attention.