Bog header

 
            

Authors

Ira Koretsky
(click for all of Ira's posts)
Duane Bailey
(click for all of Duane's posts)
Guest Bloggers
(click for all of our posts from guest authors)

 

Archive

« November 2017 »
Mon Tue Wed Thu Fri Sat Sun
    1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30      

Today, I gave the "3 Steps To A Perfect Elevator Speech" workshop to the Harvard Business School Alumni of Washington, DC. Sitting beside me was a woman with a great deal of passion, a wonderful smile and disposition, and a jargon-filled elevator speech. After she told me what she did, she self-admitted that it was very technical. And she said something like, "At networking events, I only talk with people that understand my jargon, my world. If they don't get it that's okay.  Then I wasn't meant to talk with them."

I shared with her that in this room alone, there were 50 potential clients, 50 potential referring individuals, and 50 potential partners. The potential was in her elevator speech. She smiled that look of "oh, I didn't think of that."

Great Stories TravelTM.  This is a phrase that I often use.  An elevator speech is the beginning of your great story.  It serves to pique interest and to be your "persistent" and memorable verbal calling card.

At the end of the workshop, she promised to email me in a month with a reworked version that is audience-centered.

Monday, September 05, 2005

"In Short" Reduces the Effectiveness

I went shopping today and visited an Under Armour store.  On the store wall was a gigantic placard with the UA brand mission (see below).  It is one of the better descriptions.  Remove "in short" and it will be one of the best.  In short is what I call a "wishy-washy phrase."  It's just like "in other words."  If you need to use either phrase, then you haven't delivered an easily understandable phrase/sentence. It is passive. It detracts from the momentum created by the previous sentences. When In short is removed, I'll gladly consider this elevator speech for the best of category.

"The Under Armour® logo is the Universal Guarantee Of Performance. Our Brand Mission is to provide the world with technically advanced products engineered with our exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour® product is doing something for you; it’s making you better."

Visit Under Armour.

Saturday, September 03, 2005

Pier 1 Imports - Your Home Is Story

I was at a friend's house last night and saw a television ad from Pier 1.  It really, really resonated with me.  The message is crystal clear, engaging, powerful, moving, and is the perfect visual story/visual metaphor: "Your home is a story. How you tell it is up to you." 

The commercials are part of Pier 1's new branding and identity campaign started in 2004.  From Pier 1's website: "In 2004, Pier 1 announced that it had signed Deutsch Inc. and OMD Midwest to develop a new marketing campaign for the company. The Pier 1. Life More Interesting. campaign was designed to remind customers of the globally inspired, one-of-a kind mix of home furnishings and accessories offered, and the exciting in-store experience discovered when shopping at Pier 1. It also introduces the product as our new spokesperson, instead of using a celebrity to communicate our brand and messaging."  Visit Pier1.

Friday, September 02, 2005

All-Time Best Quote from Maya Angelou

“People will forget what you said, people will forget what you did, people will never forget how you made them feel.”

— Maya Angelou
American Poet

Friday, September 02, 2005

Welcome!

Hello Everyone!

Welcome, welcome, welcome!! I am very excited about starting a blog.  Friends, colleagues, clients, Romans, and countrymen have been telling me for months to start one.  It's time.  I look forward to sharing thoughts and reading yours on everything and anything related to business storytelling, content, messaging, and so forth.

Best,

Ira

<< Start < Prev 11 12 13 14 15 16 Next > End >>
Page 16 of 16