This recurring instance reached a point a few years ago that, under the self-imposed stress of the question, I began lying about what I did.

“I’m a model” I would say.. “I’m an Airline hostess”.. “I make playdough” and when they’d look at my obviously non-America’s Next Top Model figure say “I’m a *BEFORE* model!”. When they’d look at my obviously too wide hips and mentally comparing them to the width of the plane aisle I’d say “Yeh, I just do the PA announcements”. When they’d raise their eyebrows at the thought of someone actually making play dough by hand, I’d challenge them “Well it doesn’t make itself, you know!!”

Even though this was quite a bit of fun at the time, that sort of brat-like behaviour to the prefectly legitimate question of “What do you do?” didn’t win me any new connections. It didn’t move my career forward nor did it provide any hook for potential “word of mouth” opportunities that may have come my way. I decided to pull my socks up, do a little bit of homework and be prepared for the next time I was asked that question in a social situation.

Checking the Internets lead me to the term “Elevator Pitch“. Simply put, the Elevator Pitch is the ability to sell an idea to a stranger (the decision-maker in a company, for instance) in the time it takes the elevator you are both traveling in to move from the Ground Floor to the Top Floor and then to the Boardroom – with you in tow of course, because the stranger has been so wowed by your pitch he wants the CEO to meet you. A perfect example of this is in the 80 movie Working Girl when Tess McGill (Melanie Griffith) sells a media solution to the owner of her company, Mr Trask, in the elevator. Her pitch changes his mind, gets her the job of her dreams, and gets the added bonus of her double-dealing boss being fired.

My research revealed Elevator Pitches need to be:

• Concise: 30-60 seconds (assume short buildings)
• Clear: use plain language (leave off the jargon and acronyms)
• Compelling: hook your listener (show your passion)
• Credible: know your stuff (there are going to be questions – be prepared)
• Customised: know your audience (modify your pitch to the CEO compared to your pitch to a peer)
• Consistent: know your message (get a couple of examples up your sleeve – don’t be a one trick pony)

With those thoughts in mind, I’ve developed a first draft of my “elevator” pitch:

I work with a talented team of web-fanatics in South Melbourne. We build smart, beautiful websites for companies who want to make a strong, positive impression online. Our clients hire us because they know we understand how to target their audiences, how to encourage customer participation and how to communicate the right message. My specific job involves making our websites easy to use and understand, and have them work for as many people as possible.

With a bit of work I think that might be able to be tucked up into my sleeve for the next time I’m asked “What do you do?”

How about you? Are you interested in devoping your own pitch? Take the Elevator Pitch Challenge – what are you going to say next time someone asks you what you do?

I liken using jargon and acronyms to speaking a different language, French for example – there may be some people in your native English-speaking audience who speak French, but what of the others? are you sure they can understand what you’re saying? If you don’t know positively that your audience can speak French then you need to take the safer option of speaking the language that is understood by the majority. It may be considered rude not to.

It is sometimes argued that acronyms are verbal shorthand that can save time when trying to communicate ideas and concepts. I don’t believe abbreviating terms always ensures efficiency – where is the efficiency in always having to stop and explain to those who ask what the acronym stands for? Words flow, but uttering three letter acronyms can cause the flow of the words to staccato and make it more difficult and less enjoyable to for the listener. It can also cause miscommunication – one man’s SME (Subject Matter Expert) is another man’s SME (Small to Medium Enterprise), and while context might determine which is which, why are you making your listeners work that much harder to gain understanding? Using jargon and acronyms also has the potential to make the listener feel less knowledgeable, and stop their flow of understanding as they try to decrypt the puzzle of the three letters. Do you really want to put your audience in that position? your colleagues? your boss? your client?

I do, however, agree that it is a great shorthand in-house with colleagues and familiars who literally speak the same language. Don’t, however, assume that because someone works in your company, they automatically know what you’re on about when you use an abbreviated term. The receptionist is less likely to know what an SLA is than a member of the Business Analysis Team.

Never put your client or customer in the position where they feel they don’t know what’s going on. Never put your client or customer in a position where they feel confused. Never put your client or customer in the position of having to ask for clarification of your fluffy language – there are much more important questions to be asked. Never, above all, forget that your work colleagues are your clients and customers too – you are providing a service within your office to them as much as to the clients with the dosh and drive behind your company’s projects.

As a rule of thumb, I think it’s a good habit to use all the words in the English language; completely and fully – to ensure your instructions, documentation and general communication is rich with meaningful, understandable and interesting. It comes down to that old adage “Know Your Audience”. Be aware of who is listening to you – if in doubt of their level of knowledge in your chosen subject, do not abbreviate or use jargon – or, if you do – make sure when you use an acronym or specific descriptors, explain them the first time you use them because a customer might not give you a second chance, having left your meeting to find someone who can speak to them in plain English.

Note:

TLA, WTF, SLA

(do you really know what I mean?)