Much has been written about the need for an elevator speech— yet as one of the most indispensable business tools, it remains among the most poorly executed.  It begins with the misnomer “speech” and is further confused by the notion that it’s a self-aggrandizing description designed to “sell” on the spot in response to the colloquialism: “what do you do?”

It’s not.

Your audio signature is a compelling, interesting statement that you customize to engage the interest of your listener. If you know the four most important aspects of your audio signature, you’ll find it works harder to achieve your networking or job search goals.

1. Content

• All effective speeches begin with notes. Talking about oneself requires the ability to be authentic, to know your distinguishing personal brand attributes, and then to use artful language that succinctly conveys your story. Sit down and create that list—what you are, and what you’re not. Know your personal brand and own it.
• Memorable stories are unique. If you can plug in someone else’s name into your soliloquy, you aren’t using the right words.
• That being said, an audio signature is a “less is more” proposition. Brevity is essential for success. Before you think you’ve got ten minutes to talk, remember how this term got its name—a short elevator ride between two floors to make a first impression and to open a door. Anything longer than 25 words is too long.

2. Relevance

• Know your audience. If you’re talking to a pharmaceutical executive and you’re a software patent attorney looking to create new connections for your clients, your introduction needs to go beyond: “I’m an attorney” which is a closed statement that is too generic. Connect your story back to that of the listener—“I provide intellectual property solutions to your industry. I’m sure we know some of the same people,” or “you probably know our work.”
• Study your potential audiences and know who will be at your meeting, interview, conference or class so you can tailor your audio signature to best relate to them.  Beyond the published speaker list, a conference often has a registration roster that can be secured or members affiliated with the host organization whose attendance could be presumed. With tools like LinkedIn and Twitter, its a missed opportunity to not pave the way for a brief yet meaningful in-person exchange by mining these resources, reaching out via email in advance, and then have your practiced audio signature ready for saying hello.

3. Delivery

• Nothing kills interest faster than a flat delivery. Charisma counts—it’s the centerpiece of any good presentation, including an initial passing introduction.
• Have direct eye contact.
• Practice, practice and practice. Consider your shower your elevator. Try your story on friends and colleagues. Ask people how they would describe you to see if you are missing something or need to do a better job of educating your ambassadors.

4. Call to Action

• The purpose is to open a door for a future conversation. Use open-ended language: “I’d like to follow-up with you at a future time to chat about our common interests” or “I’ve wanted to meet you for some time, I’ve heard about you by reputation and more than one colleague has suggested that I contact you.”
• Nothing opens a door faster than flattery.

If you think beyond what you “do” to the unique, relevant solutions you provide, and practice that story continually in all networking venues, be they social or business, your audio signature will become yours. And it will work harder for you.