Presented by Kathy Dempsey #LibsAreEss SALC session #SALC2015.

Developing Strong Value Statements

Presented byKathy Dempsey#LibsAreEss

SALC session#SALC2015

www.LibrariesAreEssential.com

Elevator Speech Value Statement Talking Points Pitch Soundbite Snappy Comeback

Similar Terms, Various Uses


Don’t You Hate Hearing…

“Why should we keep funding a physical library when we can find everything with Google?”

“Why are we paying a professional to put away books and fix photocopiers?”

“We need to reduce costs, so we’re cutting your budget. People don’t use the library much anyway; they all get answers online.”

When I hear that…


I feel like this!

From Iman1138 on Flickr


How Do You Respond?

“Not everything is on Google!”

“I do more than just shelve books. I choose what we need for the collection, I order & process them. I use my expertise to build a useful collection.”

“But, ummm… I was actually going to ask for MORE money to hire more staff & buy more databases…”

Don’t be this person:


Don’t let this happen to you anymore!


So, Tell Me…

1. Have you ever found yourself in this situation – where someone questioned the value of your work, your degree, or your library?

2. How well did you do with your reply? A. My answer was great! B. I did a pretty good job. C. I probably wasn’t very

effective. D. I didn’t really know

what to say. E. I made like the Hulk

and just stomped away.

Write Your Starter Statement

Take a moment to write down your current go-to response to a question like this.

Then we’ll share some of them, and work on improving them as we go along.



1. Use powerful words, without library lingo.2. Align the message with the target audience.3. Discuss what people need, not what you

want to give them.4. Focus on benefits, not products.5. Be articulate, brief, clear, decisive, &

enthusiastic. (A, B, C, D, E)6. Prepare and practice so you can speak with

confidence.

6 Rules for Articulating Your Value


Word and phrases that are commonplace to us

don’t make sense to others. (http://escholarship.org/uc/item/3qq499w7

Library Terms That Users Understand) Use strong, active words such as:

Enable, Analyze, Focus Competitive Advantage Improve, Strengthen Expert, Trustworthy

What if “librarians” were Called “information analysts”?

1.Use powerful words, w/o lingo!

By taylorsloan on Flickr


2. Align the message with the target

audience.

Different people have different needs. Who are you talking with?

Faculty member Dean CEO Mayor Potential patron


3. Discuss what people need, not what you want to give them.

Push vs Pull They’ll be more

receptive and interested in what you’re saying.

This is why True Marketing always begins with getting to know your audience. By Aaron Weinstein on Flickr


4. Focus on benefits, not products. (WIIFM?)

By johnscotthaydon on Flickr

Consider the difference between these points:

“We’ve got Westlaw databases.”vs“We have vetted info that doesn’t exist on Google, and we can either teach you to use it, or we can do it for you and just deliver the answers you need.”


5. Remember A, B, C, D, E

Be

ArticulateBriefClearDecisive Enthusiastic

Use powerful words & client lingo.

Use 3 or 4 sentences at most.

Speak slowly enough to be clear.

Use a confident but friendly tone.

Then they’ll want to know more.


6. Prepare and practice so you can speak with

confidence.For each audience: Learn something about

them. What do they need that

you have? What “language” do

they speak? Prepare your speech. Practice (with others)

until it sounds natural.


Ask Me Questions!


Valerie J. Gross, President & CEO of the Howard County Library System in Maryland, advises us to change our old library terms to words that truly reflect the value of what libraries deliver. For instance:

Program = Class, Seminar, or Workshop Information = Education Reference = Professional research, Trend

analysis Databases = Specialized online research tools

Isn’t It Time to Upgrade Our Language?

Given what you’ve just learned, take a few

minutes to rewrite the statements you started out with.

Ask me questions!

Then we’ll go over some of the new elevator speeches together.

Let’s Improve Your Value Statements


Tip 1: Find one quick fact that you love.

Commit it to memory and practice using it on people you know.

Tip 2: Find one snappy comeback that you love. Memorize it and practice using it.

Tip 3: Think of one fact or statistic from your very own library and play with it until you can express it in a quick, pithy way.

Remember: Don’t be defensive. Be positive!

How to Always Have a Comeback


Two Examples of Transformed Statements

Mary Ellen Bates: JAMLIN Seminar, Oct. 31, 2013http://www.batesinfo.com/extras/assets/jamlin.pdf


http://www.batesinfo.com/extras/assets/jamlin.pdf

http://www.batesinfo.com/extras/assets/jamlin.pdf

I’m the editor of Marketing Library Services

newsletter, which is published 6x/year for anyone who wants to learn more about marketing and promotion. I also teach librarians about marketing, PR, publicity, and more.

I produce a newsletter that delivers best practices, fresh ideas, and proven strategies that enable librarians to prove their value in order to gain respect and funding. I also teach marketing skills to info pros face-to-face so they can truly understand and implement them.


My Value Statements


www.MarketingLibraryServices.com


A Few Favorites


“Libraries are about freedom. Freedom to read,

freedom of ideas, freedom of communication.” “Information has value, and the right information

has enormous value.” “A library is a place that is a repository of

information and gives every citizen equal access to it.”

“If you do not value libraries then you do not value information or culture or wisdom.”The Guardian: www.theguardian.com/books/2013/oct/15

/neil-gaiman-future-libraries-reading-daydreaming

Neil Gaiman Is an Expert…


Kathy DempseyFacebook:

Facebook.com/LibrariesAreEssential

Author:

The Accidental Library Marketer


Editor:

Marketing Library Services newsletter

www.marketinglibraryservices.com

Blogger:

The M Word: Marketing Libraries

www.themwordblog.blogspot.com

Also an eboo

k!

Libraries Are EssentialKathy@LibrariesAreEssential.

com

Presented by Kathy Dempsey #LibsAreEss SALC session #SALC2015.

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