Capstone 2.' Elevator SPEECH Marketing is all about differentiating yourself from others. When people meet, impressions are formed instantly. For example, if you stepped into an elevator, saw someone, and wanted to introduce yourself, you'd only have a few moments to speak until the elevator reached its designated oor. Quick, tell me who you are, what you do and why you do it better in less than a minute (ISO-16!] words). [The average person speaks 160 words per minute. This should be accomplished in 2 or 3 written sentences] You want your introduction to get you noticed and remembered. I Provide a quick anecdote, fact or analogy to illustrate your message. A story brings your message to life and doubles the amount of time people remember it and you. I Tell a story about a client's problem, the effect it had on the business, and your solution for a happy ending. Little stories sell good points. 0 Forgettahle example: "Hello, I'm Bob Johnson. I solve customer problems with DEM BestPractice Analytics.\" (He used jargon, which most people will not understand. Why didn't he say that he works with suppliers to improve quality? Choose non-jargon words.) 0 Memorable example: "Hello, I'm Bob Johnson. I've recently launched a new business doing media assessment and technology integrationa whole new category of business. Usually, I work through public relations people in large companies or advertising agencies, and i work with clients all over the world.\