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I call it the elevator moment. You step into an elevator at an office building, the doors close, and in the awkward silence, as you watch the floor numbers tick by, someone might ask: So, what do you do? You have approximately 60 seconds to tell your story. What will you say? Will you start with: I was born in a small town... or will you begin with a question that is so compelling and engaging, that your captured audience will be interested enough to want to know more about your company or service?

By way of example; Let's say you're a professional organizer. If you simply answer his inquiry with: I'm a professional organizer. The conversation can either stop with, Oh, isn't that nice or if he asks you what that means, you spend the next 60 seconds telling and not selling. You see, the idea is to project your fellow rider into a scenario you're creating to uncover his needs. By asking instead of telling, he now thinks about whether or not this is a product or service he can say: Yes to. By creating the question, two things have just happened: 1. You've identified a problem that he somehow knew he had, but didn't know how to approach until you asked. 2. You have a product/ solution to the very problem he now knows he needs to fix. Let's roll-play the moment again, and this time, do it right. Rider on the elevator asks: So, what do you do? You smile and say: Well, let me ask you a question. Have you ever wished that someone could just walk in your office and completely organize everything from your stacks of Cds and the paper in your inbox to the way you handle and sort e-mails and replies, paper files, and the logistics of keeping track of all the meetings on your calendar? He says: Oh Yes! that would be wonderful! Your reply: That's exactly what I do. I'm a professional organizer. I can help you find what you need, the minute you need it, set up foolproof systems to keep you organized, and make your work day run like a well-oiled machine. Would you like to have my card?

If you think this is a valuable tip, you need to take your elevator moment a step further. We are a nation of people who are addicted to the quick sound byte. Our attention span is measured in seconds, so you have to offer the greatest amount of information you can, in the smallest amount of time. As a writer, I still believe in the power of the written word, but when inserted as a graphic with the moving sight and sound of a video, along with narration, music, special effects, and a call to action, you've now harnessed the most cost effective, powerful tool in your marketing arsenal. Think of all the television commercials you can remember word for word from your childhood. Moving sight and sound imprints into the memory,especially with repetition. Television commercials were here to fore reserved for large companies with endless budgets for production costs in broadcast quality to be shown over 3 or 4 channels. We now have the incredible opportunity to upload our message (our elevator moment) by Video link through You Tube or Vimeo, and send it to every current or potential client, post it on our Social media pages like Facebook and Twitter, or even our websites. Now here's the best news of all. This video link can be sent around the world for FREE! If you are a small business, this is the greatest opportunity that has EVER come along. We can tell our story in sight and sound to literally thousands of our targeted market. Our only cost is the price of the video production. Here are some secrets to an effective video clip:

1. Create a question for your viewer that is designed to find the need. Make sure that you are actually explaining the solution to their inquiry, i.e. I'm so glad you found me! Have you been searching the web for someone who could......?

2.Don't tell too much. Keep in mind that the effort of the video is to create the qualified lead.

3.Don't under any circumstances produce a homemade video, or a poor quality video. This will do much more damage than if you had no video at all. 4.Keep the question/message to under 2 minutes if you can., Three minutes is the absolute limit, or you'll lose your audience.

Now that you know the tricks, don't lose sight of the motivational purpose of the video. You're not telling, you're selling. And what are you selling? That which they have been looking for. You're motivating the client to call you, buy your product, and solve a problem. We still have this little window of opportunity to reach thousands of clients right now for free! I believe the day is fast approaching when these free links will no longer be free. Your assignment? Write your elevator moment. Call a good videographer, and start sending your message out to the cyber world!