The Online Elevator Pitch in Marketing
Recently I bumped into a video on Youtube in which they explained how to draft your Elevator Pitch.
It made me immediately think about how we marketers build our messaging.
Too often I see advertisements, promotional e-mails or websites, which just don’t make sense, because they try to convey way too much information, which makes the message “fuzzy”.
Or if the message is very short, it is a 2-layered message which is difficult to “decode” on the receiving end.
Everyone wants to have a great Elevator Pitch. But how do we get that concept into our marketing?
How do you do that?
How do you leave a powerful and impactful impression?
If you ever wanted to defend your great idea, or your great new product, you know how difficult it can be synthesize your message to the core, which means “killing off” your favorite parts of the full story.
Most people talk way to long, write too much, and bring to much level of detail. They don’t know when to give little information, and when to give more.
Creating an elevator pitch is about “killing your darlings”.
And so is creating a strong message to your target audience: “kill your darlings”. Weed out everything you don’t need. Go back to what really counts for the end-user.
The online Elevator Pitch
We live in a digital world, where photos, images, audio and video have become really important. Just look at the success of Pinterest, Slideshare or Instagram.
And online, people will only give you a few seconds of attention.
You literally only have a few seconds to pass on your message, to make a good impression, and make them want to know more.
A few seconds.
Basic marketing questions to answer when building a website
http://www.flickr.com/photos/drachmann/
This post is about which basic marketing questions you need to answer before you can start building your website. And why growing companies need to build a team of specialist when designing or re-designing their website.
Your first company website
Let me share a story that might sound familiar to some people. When smaller companies start their business, they are very much focused on creating good products or services. They often build a website themselves, because money, time and knowledge reasons drive them into that scenario. Or if they lack knowledge to do so, they outsource but with minimum costs.
Then the company grows, and becomes more aware of their brand strengths, more products are being put in the portfolio, and they start taking marketing more seriously. They start creating a marketing plan, build marketing collaterals, some advertising, some PR, and often in B2B tradeshows and conferences are part of the mandatory marketing “menu”.
Your company has grown, but not your website
Although this is a perfectly natural way for smaller companies to grow their marketing, let me list a few things that clarify my point:
