Don’t Itemize…Illustrate!

People often ask, “So, what do you do?” But they never ask, “So, what do you sell?” And with the zillions of ads and promotions being driven into our laptops, tablets, and phones every moment of every day, we’ve become very skilled at recognizing and ignoring sales pitches…online, in print, and in person.

So when someone invites you to introduce your business, introduce your business. Don’t define your business by itemizing what you sell. Describe your business by illustrating what you offer. The difference? The first option moves listeners to a polite smile and grudging acceptance of a business card that will be in a recycle bin before the day’s end. The second engages listeners and moves them to the best possible response, “Tell me more!”

Don’t waste opportunities to generate real interest in your business. Introduce yourself to success. Ditch the pitch.

If you’d like to learn more about trading your 60-second commercial for an engaging introduction, contact the Wordsmith today!

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Being Efficient Doesn’t Guarantee You’re Being Effective

Elevator pitches are about being efficient. You need to be quick, because when the bell rings and the doors open, your audience is going to leave (or depending on the length of the ride, run away). You need to be thorough, because if you don’t name every product you have, you might miss the one your listener needs. And you need to offer (force-feed) your business card, because it’s possible your business name or logo might remind them of the commercial they just ignored while counting down the moments until their escape.

Introductions are about being effective. You don’t need to smother a captive audience with information when you can captivate your audience with insight. You don’t need to race through a complicated menu of products when you can share a simple message about your purpose. And you don’t need to give away business cards when people are so engaged they ask for one…because they want to know more.

FDR once said, “Be sincere; be brief; be seated.” Don’t struggle to say everything that might apply to almost anyone. Strive to share something that will engage the right someone. Ditch the pitch!

Want to learn more about transforming your elevator speech into an engaging introduction? Contact The Wordsmith today!

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Ditch the Pitch!

“What do you do?” It’s a simple question that drives business professionals to a complex series of responses that often include information like title, job-description, products, services, maybe even location (at the corner of So What Street and Who Cares Boulevard). Given the chance to introduce ourselves and our businesses, we slip into a sales-trance and begin reciting a pitch.

Problem: people don’t really care what we do. They ask to be polite, or proper, or because they figure listening to you drone on is less painful than awkward silence or mindless small-talk. But rest assured, when we start selling, they start wishing they’d asked about the weather. Why? Because while everybody likes buying stuff, nobody likes being sold. And in a world filled with sales pitches, people have become very skilled at recognizing them and ignoring them.

Thanks to modern technology, it’s never been easier to be heard, and never been harder to be listened to. Getting people to buy your product begins with getting people to buy into your purpose…spending less time trying to convince, and more time striving to connect…focusing less on features & benefits, and more on effect & impact. It’s time to worry less about impressing, and more about engaging. It’s time to answer the question, “What do you do?” in a way that makes people respond, “Tell me more!”
It’s time to ditch the pitch.


Want to learn more about reshaping your elevator pitch into an introduction that makes people want to know more? Contact the Wordsmith!

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