30 Seconds

Do you know what you have to offer? I mean really, really know it? Do you know your value and services and purpose so well that you could tell someone in just 30 seconds? It used to be called the "elevator speech", and was conceived to equip business owners and salespeople for that moment when they are in an elevator with a potential client for a mere half-minute. They are a captive audience, but only for a short time, so the idea was to have a pure, concise script memorized and ready at a moment's notice.

You may not ride an elevator, but you still have need of this if you are a freelancer today. You'll constantly meet people and have to explain what you do. They might not even be potential clients – perhaps they are simply friends of the family or strangers in a café – but the more clearly you leave them with an impression of what you have to offer, the more likely they are to remember you and how you could help solve a problem for them, even if it's a few days, weeks or even months down the road.

Spend some time this week and write your elevator speech. Trim it to take up less than a minute, and memorize that nugget for the future. The first time you use it, you'll be glad you cared enough to write it.