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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Marketing vs. Messaging… Awareness vs. Interest

Whenever someone approaches me about creating content for their business, I always ask, “Are you trying to create awareness or interest?” And more often than not, they respond, “Aren’t they the same thing?” Now I’m no Noah Webster (to everyone who appreciates that reference, meet me behind the card-catalog next to the encyclopedias for a high-five), but I believe those terms have wildly different implications.

  • Awareness is about what you sell…information about your “what.”
    Interest is about what you offer…insight into your “why.”
  • Awareness is about repetition…saying something so often people can’t forget it.
    Interest is about engagement…saying something unforgettable.
  • Awareness is about marketing…showing your product to your customers.
    Interest is about messaging…drawing your customers to you.

There’s no denying the importance of building brand awareness; ensuring that when people need what you’re selling, they think of you. But in a world where people have been conditioned to tune out the continuous flood of ads and commercials, the first step to making people aware of what you have to sell is generating genuine interest in what you have to say.

If you’d like to talk about the messaging behind your marketing, contact R.J today!

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