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Perfecting Your Self-Introduction

The few lines you say at networking events and in other social situations to introduce yourself and your solo business can telegraph volumes about who you are, what you do, and how much confidence you have. I recently spoke with Laura Allen, co-founder of 15SecondPitch.com, on how soloists can craft compelling introductions to market themselves. Laura believes there are four elements to a successful 15-second pitch:

1. Who you are.
A 15-second pitch is different than an elevator pitch, which can run up to two minutes in length, observes Laura. In most contemporary networking situations, shorter is better. You want to be brief, but don't overlook the first important element: stating your name. "As simple as it sounds, many people cut to the chase and forget to get their name out," Laura says.

2. What you do.
"Keep this simple but be as specific as possible," advises Laura. Also, focus on only one thing, even if you have multiple interests or businesses. "Many business owners give a 'kitchen sink' pitch and after the second item, the listener checks out," she says. "They get overwhelmed and have no idea what you do." Her mantra: "A pitch for every niche."

3. Why you're the best.
Why are you the "go-to" person in your field? "People want to hire the best," advises Laura, and it's up to you to show them why you're the one. Eliminate "just" and "only" from your phrasing. This step often takes some time to develop, Laura observes, since many soloists tend to downplay their accomplishments. "Breaking through the resistance and speaking confidently about your achievements pays off," she adds.

4. Call to action.
Most people omit this step, which is a mistake, says Laura, since a call to action sets the stage for a subsequent encounter. "You want an action that's going to happen sooner rather than later, so you have a reason to followup," she adds. Depending upon the situation, it might be a phone call, a cup of coffee, an email exchange, or a more formal meeting. "Remember, you need to ask for the sale," advises Laura.

Pitches are refined all the time, depending on their use, the social environment, and how effective you find them to be. Try them out on friends and colleagues, and don't be afraid to experiment. Laura and her partner, Jim Convery, have set up a software wizard at their 15SecondPitch.com site to help. It's also a place where you can post and share your pitch with thousands of others if you wish.

-- Terri Lonier
Founder, WorkingSolo.com

Next Week:
The flip side of a pitch: Why you're more than a label