Although the traditional “elevator speech” has been much maligned, there is no doubt that being able to capture the attention of anyone with whom you would like to have a deeper relationship quickly and convincingly has widespread application and tremendous value.

That’s where communications specialist Terri Sjodin’s new book, Small Message, Big Impact: How to Put the Power of the Elevator Speech Effect to Work for You, comes in. This book raises the art and science of developing and delivering your opening message in a concise and effective way to a new level.

It’s also worth highlighting the subtlety contained in the book’s title, wherein the concept of an “elevator speech” is combined with the notion of the “butterfly effect” to create the “elevator speech effect.”

Some readers will recognize the butterfly effect as the belief, supported by the laws of physics, that a small change on one side of the world, such as the flutter of a butterfly’s wings, can have a massive influence on the other side of the globe — for example, changing the path of a tornado.

Throughout society in general, this view has become a simile for seemingly small events that ripple into major ones.

In the context of an advi-sor building a practice, it is quite likely you can trace the evolution of a number of relationships with significant clients to simple beginnings, such as a serendipitous meeting or an unplanned and informal conversation.

Perhaps you are naturally gifted at turning those situations into opportunities; if not, following the structure outlined in this book should make it easier for you to capitalize on them in the future.

So, what makes a great elevator speech?

Like most marketing communications, think first about your intention: what is it you are trying to accomplish in that proverbial 30-second to three-minute elevator ride while standing next to your dream prospect? It should not be to close a sale.

Using another analogy, this time from the world of football, your objective should simply be to try to “advance the ball” — not score a touchdown on every play.

This means that rather than just dumping information on the listener, you want to deliver effectively a succinct message that intrigues the listener sufficiently for him or her to agree to give you more time, often at a later date, to describe your capabilities more fully and demonstrate how working with you will be important.

Although your message can be informative, it should, most of all, be persuasive.

To improve the likelihood of that, Sjodin’s book suggests your elevator speech appeal to whichever of the following emotional issues that are likely to be affecting your prospective client:

> Time: How your product or service will save them time and improve productivity.

> Money: How you are going to save them money.

> Stress: How you can fix their problems and reduce their anxiety.

> Security: How your solution reduces risk and improves safety.

> Fun: How doing business with you will be pleasant, and enjoyable.

> Ease Of Use: How your product or service is simple to work with.

Sjodin’s book contains worksheets to walk you through the development of your elevator speech, along with numerous examples from real-life situations. Although the worksheets are not specific to the world of a financial advisor, you will have little difficulty inserting your own words and adapting the exercises to the products and services you have to offer.

You could also visit the author’s website (www.smallmessagebigimpact.com) to download material from the book and other relevant resources.

On a personal level, I can painfully recall several instances in the recent past when I wish I’d had a more effective, well-crafted and well-rehearsed elevator speech to kick off a conversation with someone to whom I wanted to sell my ideas.

It would have definitely shortened the process from initial meeting to full-blown capabilities presentation and, I suspect, have improved my chances of success.

By following the lessons of Small Message, Big Impact, I now have one — and I’m enthusiastically and optimistically looking for opportunities to try it out.

IE