Starting in 1996, Alexa Internet has been donating their crawl data to the Internet Archive. Flowing in every day, these data are added to the Wayback Machine after an embargo period.
Starting in 1996, Alexa Internet has been donating their crawl data to the Internet Archive. Flowing in every day, these data are added to the Wayback Machine after an embargo period.
TIMESTAMPS
The Wayback Machine - https://web.archive.org/web/20130712003457/http://www.forbes.com:80/ajax/comment/calledout/1/?contentUri=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fcarminegallo%2F2012%2F07%2F17%2Fhow-to-pitch-anything-in-15-seconds%2F
This is very interesting. Similar to a high quality landing page for a website: WHAT (what are we offering? ie, software tool to help students with their study) WHY (why is it so good? because it organizes info automatically for them [saving time] because it provides tool sets that improve and test their learning because it allows them to collaborate with other students… In sum, all these capability are extremely valuable to students, what’s why as a student you need to have it. HOW (download, install and try it out…)
And equally important, deliver the above message VISUALLY.
Great work really like the map! Right on most people will only listen for 15 sec you need to grab then in that time frame. Thank you. Anything you may have to help me with my new brand would be great! RooterNow Thanks Jack
This is a great template to use for all. I have a similar approach when I coach media sound bites for executives whether positive product introductions or recovering from any negative publicity and turning it into a positive. Plus it works for a spin-off into the “elevator speech” at networking or career advancement goals. Like how you focus this.
Very helpful. I will evaluate my current language for my website to be a little more direct. Sometimes I think it is more of a challenge to define and sell (design) services vs. products. Thanks for the article. -Brett
Brett, It’s not more of a challenge to sell services. I’ve done this for the most esoteric, abstract concepts you can think of. Yes, it takes work. But it can be done. Begin by asking yourself, what is the most important thing about my service that I want people to know? Make sure it fits in 140 characters or less.
…that’s what I like about your advice: think in “twitter terms”…this makes me want to edit to be less wordy, more direct. time to get out the red pen and revise.
Nice idea, the message map. As someone who has written sales copy, articles, and books on the subject for 20 years, I’d like to suggest one twist: the headline is better when it focuses on something the reader wants and not just something you want to say. Also, making it more specific can often help.
For example, this very article works well for getting attention because it addresses your readers desire to get results quickly. And by saying “15 seconds” you let them know just how quickly.
Your 4G example, on the other hand, might be even stronger if it quantified how much it will help the users of that technology. Thanks again for the article. Hope these suggestions help.
Very helpful. I will evaluate the current language on my website to be more direct. Sometimes I think it is more of a challenge to define and sell (design) services vs. products. Thanks for the article. -Brett
Thanks for sharing your video and approach. With our complicated paradigm, you reminded us to keep it simple and that it can be done. I know it may sound basic but nevertheless appreciate the re-grounding with your Message Maps. Thank you.
Thank you very much. This technique is very helpful and can be used for ‘Elevator Pitch.’
Also with due respect, ‘campaign’ is the correct spelling.
Good :)
Minecraft
This is very interesting. Similar to a high quality landing page for a website:
WHAT (what are we offering? ie, software tool to help students with their study)
WHY (why is it so good?
because it organizes info automatically for them [saving time]
because it provides tool sets that improve and test their learning
because it allows them to collaborate with other students…
In sum, all these capability are extremely valuable to students, what’s why as a student you need to have it.
HOW (download, install and try it out…)
And equally important, deliver the above message VISUALLY.
Very nice comparison. Thank you!
Thank you, Carmine. Fyi, we’re currently working on the site redesign for the VISUAL element.
Great work really like the map! Right on most people will only listen for 15 sec you need to grab then in that time frame.
Thank you.
Anything you may have to help me with my new brand would be great!
RooterNow
Thanks
Jack
Extremely helpful resource, thank you.
Tony, I’m glad you found it useful. This technique has worked for me each and every time, no matter how complex the subject.
This is a great template to use for all. I have a similar approach when I coach media sound bites for executives whether positive product introductions or recovering from any negative publicity and turning it into a positive. Plus it works for a spin-off into the “elevator speech” at networking or career advancement goals. Like how you focus this.
Brenda, you’re spot on. This is a wonderful technique for media-training. Any spokesperson should master the 15 second pitch before the interview.
Very helpful. I will evaluate my current language for my website to be a little more direct. Sometimes I think it is more of a challenge to define and sell (design) services vs. products.
Thanks for the article.
-Brett
Brett, It’s not more of a challenge to sell services. I’ve done this for the most esoteric, abstract concepts you can think of. Yes, it takes work. But it can be done. Begin by asking yourself, what is the most important thing about my service that I want people to know? Make sure it fits in 140 characters or less.
…that’s what I like about your advice: think in “twitter terms”…this makes me want to edit to be less wordy, more direct. time to get out the red pen and revise.
Hi Carmine,
Nice idea, the message map. As someone who has written sales copy, articles, and books on the subject for 20 years, I’d like to suggest one twist: the headline is better when it focuses on something the reader wants and not just something you want to say. Also, making it more specific can often help.
For example, this very article works well for getting attention because it addresses your readers desire to get results quickly. And by saying “15 seconds” you let them know just how quickly.
Your 4G example, on the other hand, might be even stronger if it quantified how much it will help the users of that technology. Thanks again for the article. Hope these suggestions help.
Very helpful. I will evaluate the current language on my website to be more direct. Sometimes I think it is more of a challenge to define and sell (design) services vs. products.
Thanks for the article.
-Brett
Carmine –
Thanks for sharing your video and approach. With our complicated paradigm, you reminded us to keep it simple and that it can be done. I know it may sound basic but nevertheless appreciate the re-grounding with your Message Maps. Thank you.