Digital Marketing, Integrated Marketing and Media, PR 20

Get Shorty – The Elevator Pitch is Dead

For all the talk about Moore’s Law and the notion that computing power increases unabated, there’s not enough talk about another law that has equal importance in marketing and public relations.

Get Shorty  140x300 Get Shorty   The Elevator Pitch is DeadI’m going to call it the Law of Boundless Brevity.

It dictates that over time, all communication becomes steadily truncated.

We’ve gone from looong books (hell, The Iliad is a POEM for chrissakes), to much shorter books. The Harry Potter novels seem downright Dostoyevskyian these days.

We’ve gone from lengthy, hand-written letters, to postcards, to emails, to much shorter emails. Seriously, how many really long emails have you written lately?

Even the phone truncated. How many 60 minute calls are you on any more, other than for business? We still use the phone, but more for email and SMS than for actual voice communication (at least for me).

Media is affected, too. TV segments are much shorter than they used to be, as are newspaper stories, influenced by blog style. I very clearly remember writing three page press releases as a young PR professional. Now, it’s a few bullet points on Pitch Engine.

We’ve gone from thoughtful to concise, and we’ll continue to do so.

Why Is Shorter Inevitable?

There are two reasons for the Law of Boundless Brevity.

First, the number of people we connect with each day forces us to edit our communication. We cannot have fully-formed conversations with dozens of people every day and still have time to write, eat, sleep, drive, play games on our iphone, complain about the housing market, and look at YouTube.

Second, the interconnected nature of communication today makes long-form communication less necessary. When I talk to my friends on the phone, it’s usually a pretty quick conversation. Not because I don’t like my friends, but because they already know much of what’s going on in my life via text message, Twitter, Facebook, email and other short-form missives.

Technology has killed small talk.

As individuals, we know this is true, and we see how it impacts our daily life. Yet as businesspeople, we can do a better job of capitalizing on the Law of Boundless Brevity.

It’s Your Turn to Get Shorty

Understand that the Elevator Pitch is Dead. You remember the elevator pitch. The notion that you should be able to describe what your company does in the length of time consumed by the average elevator ride. I’m here to tell you, that’s way too long these days. Elevator rides seem interminable.

Instead, I humbly suggest that you develop a 120-character pitch for your business. Today. Not the 140-character limit imposed by Twitter, but an even tighter 120 characters to allow for re-tweets, and the inevitable next round of brevity.

I realize that 120 characters sounds like the linguistic equivalent of Gary Coleman, but it’s not as short as it seems.

(in fact, the previous sentence is exactly 119 characters)

Go ahead, try it. Leave your elevator pitch in the comments. Maybe you’ll meet a new friend or customer.

Here’s mine: Social media strategic counsel for mid-sized companies & PR firms. Plus, invigorating social media speeches & training. (119)

and you?

EDIT TO ADD: Apparently, Sir Richard Branson is now accepting VC funding pitches by Tweet only. So apparently, there’s something to this concept!

(photo by TexasGurl)

Related
  • http://www.steigmancommunications.com/ Daria Steigman

    Great post! My emails are sounding increasingly like tweets (okay, not always!). Plus the pace of 24/7 communications is making it imperative that we respond more so than that we respond at any length.

    Don’t have the tweet speech fully tweaked yet, but here’s a go:

    Business-savvy communications strategist helps companies tell their story. Plus I write about business, communications, and social media.

    Good exercise. And 120 characters is a lot of space now that we’re programmed to short-form everything.

    Best,
    Daria
    .-= Daria Steigman´s last blog ..Second Look: Stories That Merit Notice =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Daria – Good effort. Well-done. I agree that 120 sounds a lot shorter than it is. Five years ago (even 2), it would have been ridiculous to even have this conversation. Now, I think it’s imperative. Thanks for the comment.

  • http://www.steigmancommunications.com Daria Steigman

    Great post! My emails are sounding increasingly like tweets (okay, not always!). Plus the pace of 24/7 communications is making it imperative that we respond more so than that we respond at any length.

    Don’t have the tweet speech fully tweaked yet, but here’s a go:

    Business-savvy communications strategist helps companies tell their story. Plus I write about business, communications, and social media.

    Good exercise. And 120 characters is a lot of space now that we’re programmed to short-form everything.

    Best,
    Daria
    .-= Daria Steigman´s last blog ..Second Look: Stories That Merit Notice =-.

    • http://www.convinceandconvert.com Jason Baer

      Daria – Good effort. Well-done. I agree that 120 sounds a lot shorter than it is. Five years ago (even 2), it would have been ridiculous to even have this conversation. Now, I think it’s imperative. Thanks for the comment.

  • @PDXsays

    That 120-140 character statement – it’s called an “ad line,” and for all the bad rap advertising gets since social media, it looks like it all comes down to it.

    • http://www.convinceandconvert.com/ Jason Baer

      Teresa – I think you’re right. Advertising has always been good and wrapping it up into a nice, little package, and technology is forcing all of us to think in those terms. Thanks for the comment.

    • Mike

      Advertising isnt really the one that does (or should) get the bad rap…. Marketing does AND should. Its nothing more than clever, convenient, lies.

  • http://YourWebsite @PDXsays

    That 120-140 character statement – it’s called an “ad line,” and for all the bad rap advertising gets since social media, it looks like it all comes down to it.

    • http://www.convinceandconvert.com Jason Baer

      Teresa – I think you’re right. Advertising has always been good and wrapping it up into a nice, little package, and technology is forcing all of us to think in those terms. Thanks for the comment.

    • http://YourWebsite Mike

      Advertising isnt really the one that does (or should) get the bad rap…. Marketing does AND should. Its nothing more than clever, convenient, lies.

  • http://www.terralever.com/ Jeff Baer

    Brevity truly is key. With all the buzz words, jargon, and new technologies emerging daily, it is easy to lose the interest of business people who may not be “in the loop”.

    Terralever applies business process, technology and strategy to achieve stunning results through interactive marketing.

    • http://www.convinceandconvert.com/ Jason Baer

      Jeff – Well done. Gotta love stunning results. Did you write that, or did Richter feed it to you? Thanks for the comment!

      • http://www.terralever.com/ Jeff Baer

        That was all me. Our mother is an English teacher as you know.

  • http://www.terralever.com Jeff Baer

    Brevity truly is key. With all the buzz words, jargon, and new technologies emerging daily, it is easy to lose the interest of business people who may not be “in the loop”.

    Terralever applies business process, technology and strategy to achieve stunning results through interactive marketing.

    • http://www.convinceandconvert.com Jason Baer

      Jeff – Well done. Gotta love stunning results. Did you write that, or did Richter feed it to you? Thanks for the comment!

      • http://www.terralever.com Jeff Baer

        That was all me. Our mother is an English teacher as you know.

  • Jerry Rose

    Best thing I’ve read today. Thanks Jason.

  • http://YourWebsite Jerry Rose

    Best thing I’ve read today. Thanks Jason.

  • http://www.strategicinsight.com/ Lee Steele

    We create custom Search Engine Ad Campaigns that bring you pre-qualified prospects ready to buy! Our clients love us! (117)

  • http://www.strategicinsight.com Lee Steele

    We create custom Search Engine Ad Campaigns that bring you pre-qualified prospects ready to buy! Our clients love us! (117)

  • http://tysoncrosbie.com tysoncrosbie

    Custom photography studio specializing in photographing unique product spots and editorial portraits for businesses.

    That is harder than it sounds. hmm.
    .-= tysoncrosbie´s last blog ..{Steve Belt} Soft Edit [Flickr] =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Tyson – You’re excused for this exercise. Can you create a VERY small photo that describes what you do? Actually, I like yours a lot. I’m not sure “product spots” makes sense to the uninitiated, but otherwise I think you’re in the ballpark. Thanks for the comment.

      • http://tysoncrosbie.com tysoncrosbie

        Small photos? That is totally cheating. That’s like 250 words, easy. ;)
        .-= tysoncrosbie´s last blog ..{Steve Belt} Soft Edit [Flickr] =-.

  • http://tysoncrosbie.com tysoncrosbie

    Custom photography studio specializing in photographing unique product spots and editorial portraits for businesses.

    That is harder than it sounds. hmm.
    .-= tysoncrosbie´s last blog ..{Steve Belt} Soft Edit [Flickr] =-.

    • http://www.convinceandconvert.com Jason Baer

      Tyson – You’re excused for this exercise. Can you create a VERY small photo that describes what you do? Actually, I like yours a lot. I’m not sure “product spots” makes sense to the uninitiated, but otherwise I think you’re in the ballpark. Thanks for the comment.

      • http://tysoncrosbie.com tysoncrosbie

        Small photos? That is totally cheating. That’s like 250 words, easy. ;)
        .-= tysoncrosbie´s last blog ..{Steve Belt} Soft Edit [Flickr] =-.

  • http://www.spiral16.com/blog whitney

    Good thoughts, Jay. My mom often complains that I don’t talk to her enough, but she knows everything that’s happening in my life by stalking my Tweets, blog, Facebook, etc. I feel more connected with my family now than ever, yet talk to them less.

    While social technology has allowed us to expand our networks and maintain friendships, it’s made us more isolated as individuals. Perhaps it’s why I now value big family holidays and backyard barbecues even more than I used to?

    Whitney
    Social Media Manager
    Spiral16
    @spiral16
    .-= whitney´s last blog ..KCDMA Presentation Slides and Video =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Nice perspective, Whitney. I agree that the times we are in-person are so much richer now than when we used to do it all the time. I feel that way about conferences, and tweet ups, and lunches, and happy hours, and all manner of personal connection.

      Absence makes the heart grow fonder.

      Thanks for the comment.

  • http://www.spiral16.com/blog whitney

    Good thoughts, Jay. My mom often complains that I don’t talk to her enough, but she knows everything that’s happening in my life by stalking my Tweets, blog, Facebook, etc. I feel more connected with my family now than ever, yet talk to them less.

    While social technology has allowed us to expand our networks and maintain friendships, it’s made us more isolated as individuals. Perhaps it’s why I now value big family holidays and backyard barbecues even more than I used to?

    Whitney
    Social Media Manager
    Spiral16
    @spiral16
    .-= whitney´s last blog ..KCDMA Presentation Slides and Video =-.

    • http://www.convinceandconvert.com Jason Baer

      Nice perspective, Whitney. I agree that the times we are in-person are so much richer now than when we used to do it all the time. I feel that way about conferences, and tweet ups, and lunches, and happy hours, and all manner of personal connection.

      Absence makes the heart grow fonder.

      Thanks for the comment.

  • http://dannybrown.me/ Danny Brown

    Great points, Jay, and something that I’m seeing more and more of from companies and individuals. No-one really has time to listen to your elongated pitch, no matter how great or beneficial you might be to them. I generally go with this:

    “Helping businesses find the voice they never knew they had.”
    .-= Danny Brown´s last blog ..Twitter Advertising on Facebook? No Thanks =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Danny – That’s a very good line. Not sure it’s as descriptive as I’d prefer personally, but we’ll plow that field tomorrow during our interview!

      Thanks for the comment.

  • http://dannybrown.me Danny Brown

    Great points, Jay, and something that I’m seeing more and more of from companies and individuals. No-one really has time to listen to your elongated pitch, no matter how great or beneficial you might be to them. I generally go with this:

    “Helping businesses find the voice they never knew they had.”
    .-= Danny Brown´s last blog ..Twitter Advertising on Facebook? No Thanks =-.

    • http://www.convinceandconvert.com Jason Baer

      Danny – That’s a very good line. Not sure it’s as descriptive as I’d prefer personally, but we’ll plow that field tomorrow during our interview!

      Thanks for the comment.

  • http://www.rurelevant.com/ Bob Reed

    Interesting thought. Jason. Here’s my attempt: b2b marcom/pr firm that bridges that gap between strategy and stuff to make marketing more relevant and remarkable.

    • http://www.convinceandconvert.com/ Jason Baer

      Hi Bob. Thanks for the comment. I like the remarkable part of your line. Very nice.

  • http://www.rurelevant.com Bob Reed

    Interesting thought. Jason. Here’s my attempt: b2b marcom/pr firm that bridges that gap between strategy and stuff to make marketing more relevant and remarkable.

    • http://www.convinceandconvert.com Jason Baer

      Hi Bob. Thanks for the comment. I like the remarkable part of your line. Very nice.

  • http://veridusaz.com/ Jay Kaprosy

    Veridus is a public affairs firm of experienced successful individuals doing lobbying, campaigns, and procurement.

    • http://www.convinceandconvert.com/ Jason Baer

      Well played Jay. Thanks for the comment. Not sure everyone will know what “procurement” means, and you can probably leave out the “successful” part, even with your sweet car. Maybe something about getting results instead? I hope you’re doing great. Haven’t seen you in forever, it seems.

  • http://veridusaz.com Jay Kaprosy

    Veridus is a public affairs firm of experienced successful individuals doing lobbying, campaigns, and procurement.

    • http://www.convinceandconvert.com Jason Baer

      Well played Jay. Thanks for the comment. Not sure everyone will know what “procurement” means, and you can probably leave out the “successful” part, even with your sweet car. Maybe something about getting results instead? I hope you’re doing great. Haven’t seen you in forever, it seems.

  • http://www.experts-exchange.com/ Michael Phares

    Your current IT support strengthened by an aggregated online tech support community of top tech experts Experts Exchange
    (120 characters exactly!)
    It addresses the customers need in familiar words, states what we are, and then (last) states who we are.

    • http://www.convinceandconvert.com/ Jason Baer

      Michael – Good one! I’m intrigued. Tell me more about Experts Exchange. How does it work?

  • http://www.experts-exchange.com Michael Phares

    Your current IT support strengthened by an aggregated online tech support community of top tech experts Experts Exchange
    (120 characters exactly!)
    It addresses the customers need in familiar words, states what we are, and then (last) states who we are.

    • http://www.convinceandconvert.com Jason Baer

      Michael – Good one! I’m intrigued. Tell me more about Experts Exchange. How does it work?

  • http://socialbutterflyguy.com/ DJ Waldow

    My 120 Pitch to @JayBaer:

    Jay we need to chat. Call me. Text me. Tweet me. Fax me. We’ve both been busy. I know. But it’s time to talk Consumer Ed

    DJ Waldow
    <a href="http://blog.blueskyfactory.com/bsfnews/blue-sky-factorys-new-director-of-community-position/"Director of Community at Blue Sky Factory
    @djwaldow
    .-= DJ Waldow´s last blog ..Ace Is The (Helpful) Place =-.

  • http://socialbutterflyguy.com/ DJ Waldow

    My 120 Pitch to @JayBaer:

    Jay we need to chat. Call me. Text me. Tweet me. Fax me. We’ve both been busy. I know. But it’s time to talk Consumer Ed

    DJ Waldow
    <a href="http://blog.blueskyfactory.com/bsfnews/blue-sky-factorys-new-director-of-community-position/"Director of Community at Blue Sky Factory
    @djwaldow
    .-= DJ Waldow´s last blog ..Ace Is The (Helpful) Place =-.

  • Nicole De Falco

    I’ll see your 120 characters and raise you 91 (or should that be lower you? Hmm). Here’s my biz get shorty style:
    I write custom business content, marketing copy, and training materials that help drive business results.

    Question is, does it actually communicate what I do? Although, there’s something to be said for giving a little and having people ASK for more. Versus pushing too much information on people.

    As always, great post!

    • http://www.convinceandconvert.com/ Jason Baer

      Thanks Nicole. I appreciate the kind words, and the content. You’ve got some extra characters there to add a little drama to your description. Go for it!

  • http://YourWebsite Nicole De Falco

    I’ll see your 120 characters and raise you 91 (or should that be lower you? Hmm). Here’s my biz get shorty style:
    I write custom business content, marketing copy, and training materials that help drive business results.

    Question is, does it actually communicate what I do? Although, there’s something to be said for giving a little and having people ASK for more. Versus pushing too much information on people.

    As always, great post!

    • http://www.convinceandconvert.com Jason Baer

      Thanks Nicole. I appreciate the kind words, and the content. You’ve got some extra characters there to add a little drama to your description. Go for it!

  • http://www.satspeedprep.com/ Steve Lack

    Great post! Just when I had honed my elevator pitch now I find it’s WAY too long. Here’s my new pitch in 121 Characters ( I know I’m 1 character over but can’t find a place to cut): Developer of an SAT Test-Prep website featuring a lesson of the day to help students study and increase their SAT Score.

  • http://www.satspeedprep.com Steve Lack

    Great post! Just when I had honed my elevator pitch now I find it’s WAY too long. Here’s my new pitch in 121 Characters ( I know I’m 1 character over but can’t find a place to cut): Developer of an SAT Test-Prep website featuring a lesson of the day to help students study and increase their SAT Score.

  • http://DaveCharest.com Dave Charest

    Hi Jay,

    Thanks for the post.

    I would have to argue that what you’ve created is not actually a pitch. It’s simply a statement of what you do and for whom. Which is great, but the problem with this is that it ends the conversation.

    After a statement like that you don’t necessarily get permission to go any further.

    How do you get permission?

    I would suggest it’s better to write a trigger statement. Something that makes your potential customer say, “How do you do that?”

    Notice how if a person says that they’ve given you permission to continue on and give your pitch. They are interested. They will listen.

    So how do you get them to listen?

    Write a trigger statement using the Problem-Solution-Target format. Let me give you an example of what I mean.

    Using Daria’s example from above: (Daria, this has nothing to do with the excellent work you’ve already done. I’m just taking it in a different direction)

    “Business-savvy communications strategist helps companies tell their story. Plus I write about business, communications, and social media.”

    I would drop the “Plus I write…” statement altogether. Remember we’re trying to get the target to say, “How do you do that?” That’s the first step. Throwing in all that other stuff just gets in the way. You can talk about the other stuff later once you get the person in the door, so to speak.

    Now we’re left with, “Business-savvy communications strategist helps companies tell their story.”

    Let’s break this down into steps:

    1. Identify the Problem
    2. Identify the Solution
    3. Identify the Target

    1. The Problem.
    Now I don’t know if this is the actual problem of the target. But for this exercise, let’s assume that it is. In Daria’s example it looks like their are two potential problems the target could be having.

    a) They don’t have someone with business savvy
    b) They don’t have someone who can tell their story

    Again, let’s choose just one.

    a) The don’t have someone with business savvy

    2. The solution
    In it’s simplest form this is just a mirror of the problem. So the answer would be: Someone who has business savvy.

    3. The target
    I’m going to choose a specific here and say Corporations.

    After looking at these three pieces I would put them together in a trigger statement for Daria to use when asked, “What do you do?”

    To which she could reply, “I develop headache-free corporate communications strategies.”

    Now the only ways to tell if this is correct would be to test it against the target. If you said this statement, does the target say, “How do you do that?”

    If so, the door has been opened to give your pitch.

    Oh, and just in case no one read any of the above, here you go:

    “I develop headache-free corporate communications strategies.” (6 words)

    That’s how I look at. Thanks again for the post. =)

    Dave

    • http://www.convinceandconvert.com/ Jason Baer

      Holy cow, Dave. That literally is the most informative comment in the HISTORY of Convince & Convert.
      Thanks so much for your insights. Really interesting, and I think you’re spot-on.

      I’m so wrapped up in the staccato nature of social media conversation, that I forget about the possibility of someone asking a follow up question. You’ve given me a lot to think about in terms of giving enough to keep people interested, but not so much that it wraps that interest into a nice, little package.

      Thanks again. Hope to have your insights here in the future to help educate me and other folks at C&C.; Great stuff.

      Meanwhile, here’s my revision:

      “I speak about, write about, and deliver social media strategy in a bullshit-free zone”

      How’s that? Better?

      • http://DaveCharest.com Dave Charest

        Jay,

        “Bullshit-free social media strategy” does it for me. =)

        Dave

  • http://www.CaseAceCopy.com Dave Charest

    Hi Jay,

    Thanks for the post.

    I would have to argue that what you’ve created is not actually a pitch. It’s simply a statement of what you do and for whom. Which is great, but the problem with this is that it ends the conversation.

    After a statement like that you don’t necessarily get permission to go any further.

    How do you get permission?

    I would suggest it’s better to write a trigger statement. Something that makes your potential customer say, “How do you do that?”

    Notice how if a person says that they’ve given you permission to continue on and give your pitch. They are interested. They will listen.

    So how do you get them to listen?

    Write a trigger statement using the Problem-Solution-Target format. Let me give you an example of what I mean.

    Using Daria’s example from above: (Daria, this has nothing to do with the excellent work you’ve already done. I’m just taking it in a different direction)

    “Business-savvy communications strategist helps companies tell their story. Plus I write about business, communications, and social media.”

    I would drop the “Plus I write…” statement altogether. Remember we’re trying to get the target to say, “How do you do that?” That’s the first step. Throwing in all that other stuff just gets in the way. You can talk about the other stuff later once you get the person in the door, so to speak.

    Now we’re left with, “Business-savvy communications strategist helps companies tell their story.”

    Let’s break this down into steps:

    1. Identify the Problem
    2. Identify the Solution
    3. Identify the Target

    1. The Problem.
    Now I don’t know if this is the actual problem of the target. But for this exercise, let’s assume that it is. In Daria’s example it looks like their are two potential problems the target could be having.

    a) They don’t have someone with business savvy
    b) They don’t have someone who can tell their story

    Again, let’s choose just one.

    a) The don’t have someone with business savvy

    2. The solution
    In it’s simplest form this is just a mirror of the problem. So the answer would be: Someone who has business savvy.

    3. The target
    I’m going to choose a specific here and say Corporations.

    After looking at these three pieces I would put them together in a trigger statement for Daria to use when asked, “What do you do?”

    To which she could reply, “I develop headache-free corporate communications strategies.”

    Now the only ways to tell if this is correct would be to test it against the target. If you said this statement, does the target say, “How do you do that?”

    If so, the door has been opened to give your pitch.

    Oh, and just in case no one read any of the above, here you go:

    “I develop headache-free corporate communications strategies.” (6 words)

    That’s how I look at. Thanks again for the post. =)

    Dave

    • http://www.convinceandconvert.com Jason Baer

      Holy cow, Dave. That literally is the most informative comment in the HISTORY of Convince & Convert.
      Thanks so much for your insights. Really interesting, and I think you’re spot-on.

      I’m so wrapped up in the staccato nature of social media conversation, that I forget about the possibility of someone asking a follow up question. You’ve given me a lot to think about in terms of giving enough to keep people interested, but not so much that it wraps that interest into a nice, little package.

      Thanks again. Hope to have your insights here in the future to help educate me and other folks at C&C. Great stuff.

      Meanwhile, here’s my revision:

      “I speak about, write about, and deliver social media strategy in a bullshit-free zone”

      How’s that? Better?

      • http://www.CaseAceCopy.com Dave Charest

        Jay,

        “Bullshit-free social media strategy” does it for me. =)

        Dave

  • http://thebrandbuilder.wordpress.com/ olivier blanchard

    Here’s mine: “If you don’t already know, you’re not ready for me yet.” ;)
    .-= olivier blanchard´s last blog ..What won’t you compromise (and compromise on)? – Inspired by Amber Naslund =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Ahh, a good one indeed. Perhaps less appropriate when running into random strangers in the streets of New York, but certainly gets the conversation moving, per Dave’s excellent instruction above.

      I’d expect nothing less that intriguing and sublime from you, Olivier.

  • http://thebrandbuilder.wordpress.com olivier blanchard

    Here’s mine: “If you don’t already know, you’re not ready for me yet.” ;)
    .-= olivier blanchard´s last blog ..What won’t you compromise (and compromise on)? – Inspired by Amber Naslund =-.

    • http://www.convinceandconvert.com Jason Baer

      Ahh, a good one indeed. Perhaps less appropriate when running into random strangers in the streets of New York, but certainly gets the conversation moving, per Dave’s excellent instruction above.

      I’d expect nothing less that intriguing and sublime from you, Olivier.

  • http://robinjp.posterous.com/ RobinJp

    120? advertising models? how about a newspaper model and just write a great headline? 5-7 words to tell your story and pull in your audience. go for it.
    .-= RobinJp´s last blog ..How the ‘The NY Times’ builds its Home Page =-.

  • http://robinjp.posterous.com/ RobinJp

    120? advertising models? how about a newspaper model and just write a great headline? 5-7 words to tell your story and pull in your audience. go for it.
    .-= RobinJp´s last blog ..How the ‘The NY Times’ builds its Home Page =-.

  • http://www.monicaonmarketing.blogspot.com/ monica levy

    tx, jay. think the issue with brevity is that necessarily …some….be….want…left out. see? sure, you kinda get the idea, but you don’t really know what i wanted to communicate, much less any context that may be important.

    my elevator pitch has always lived in a ranch home…

    “hire me to increase share, revenue and margins via great brand building.”
    .-= monica levy´s last blog ..willy, hoover and michael vick =-.

  • http://www.monicaonmarketing.blogspot.com monica levy

    tx, jay. think the issue with brevity is that necessarily …some….be….want…left out. see? sure, you kinda get the idea, but you don’t really know what i wanted to communicate, much less any context that may be important.

    my elevator pitch has always lived in a ranch home…

    “hire me to increase share, revenue and margins via great brand building.”
    .-= monica levy´s last blog ..willy, hoover and michael vick =-.

  • http://ekolsky.wordpress.com/ Esteban Kolsky

    if you want to make your customers your advocates, work with esteban kolsky and his time- and market proven methods

    (and 5 left just in case)
    .-= Esteban Kolsky´s last blog ..Technology Is NEVER the Solution =-.

  • http://ekolsky.wordpress.com Esteban Kolsky

    if you want to make your customers your advocates, work with esteban kolsky and his time- and market proven methods

    (and 5 left just in case)
    .-= Esteban Kolsky´s last blog ..Technology Is NEVER the Solution =-.

  • http://www.tongen.com/ Ward Tongen

    “I am a search marketer that saves lives”

    My work in the medical device industry may make this true. I may never know.

    • http://www.onqmarketing.com.au Quentin Aisbett

      Ward it’s some time later but I really hope you’re still running with this one. Love it!!

  • http://www.tongen.com Ward Tongen

    “I am a search marketer that saves lives”

    My work in the medical device industry may make this true. I may never know.

  • http://twitter.com/elizabethsosnow/status/3273159288 Elizabeth Sosnow

    120 characters = linguistic equivalent of Gary Coleman? via @jaybaer Plenty of smart bloggers, how many r funny, 2? http://chilp.it/?7ac732

  • http://www.jeffreyjdavis.com/ Jeffrey J Davis

    Great Piece and and interesting comment. Here’s my Elevator Tweet:
    =========
    I’m a Proven, Innovative Leader with a Global Track Record of Building Better Businesses.
    ==========
    90 Characters.

    best,
    @JeffreyJDavis
    http://www.jeffreyjdavis.com
    .-= Jeffrey J Davis´s last blog ..Dolphin Strand Feeding: The Ultimate Display Of Frictionless Teamwork =-.

  • http://www.jeffreyjdavis.com Jeffrey J Davis

    Great Piece and and interesting comment. Here’s my Elevator Tweet:
    =========
    I’m a Proven, Innovative Leader with a Global Track Record of Building Better Businesses.
    ==========
    90 Characters.

    best,
    @JeffreyJDavis
    http://www.jeffreyjdavis.com
    .-= Jeffrey J Davis´s last blog ..Dolphin Strand Feeding: The Ultimate Display Of Frictionless Teamwork =-.

  • http://www.discoverforce5.com/ David Morgan

    Good Exercise–Here’s ours…”Next gen brand dev and mkt firm. Certified brand strategists (2 of 60 in U.S.A.) Expert technology-creative expression.”

  • http://www.discoverforce5.com David Morgan

    Good Exercise–Here’s ours…”Next gen brand dev and mkt firm. Certified brand strategists (2 of 60 in U.S.A.) Expert technology-creative expression.”

  • http://www.fuelingnewbusiness.com/ Michael Gass

    Jason,

    I could say more but will keep it short. Excellent post!
    .-= Michael Gass´s last blog ..4 Questions to Assess Your Ad Agency’s Readiness for Change =-.

  • http://www.fuelingnewbusiness.com Michael Gass

    Jason,

    I could say more but will keep it short. Excellent post!
    .-= Michael Gass´s last blog ..4 Questions to Assess Your Ad Agency’s Readiness for Change =-.

  • http://www.whitehorse.com/ Jamie Beckland

    Not to brag *too* much, but this is directly from our site:

    “Agency specializing in the convergence of emerging and traditional media to create immersive Web experiences.”

    Which clocks in at 109 characters. Much more efficient than an elevator pitch, and I didn’t even have to think about what it would be. We already had it written up.

  • http://www.whitehorse.com Jamie Beckland

    Not to brag *too* much, but this is directly from our site:

    “Agency specializing in the convergence of emerging and traditional media to create immersive Web experiences.”

    Which clocks in at 109 characters. Much more efficient than an elevator pitch, and I didn’t even have to think about what it would be. We already had it written up.

  • http://www.bellybeyond.co.nz/ Lou

    Fantastic concept. I love a challenge and the chance to spread the word so here goes…

    Belly Beyond is an online store specialising in quality gifts & essentials for mum and baby. http://www.bellybeyond.co.nz

    I even got the URL in ;)

  • http://www.bellybeyond.co.nz Lou

    Fantastic concept. I love a challenge and the chance to spread the word so here goes…

    Belly Beyond is an online store specialising in quality gifts & essentials for mum and baby. http://www.bellybeyond.co.nz

    I even got the URL in ;)

  • http://twitter.com/GreySkinnedBoy David Morris

    Consultant, trainer, and speaker – passionate about delivering value through good business analysis and agile techniques

  • http://twitter.com/GreySkinnedBoy David Morris

    Consultant, trainer, and speaker – passionate about delivering value through good business analysis and agile techniques

  • http://www.lorijacobwith.com/ Lori L. Jacobwith

    Great suggestion! I teach clear, bold communication and this was fun to come up with my shorter info sentences:
    Communications & marketing strategist for nonprofits. Coaching speaking & training to create ease & fun with fundraising.

  • http://www.lorijacobwith.com Lori L. Jacobwith

    Great suggestion! I teach clear, bold communication and this was fun to come up with my shorter info sentences:
    Communications & marketing strategist for nonprofits. Coaching speaking & training to create ease & fun with fundraising.

  • http://nonprofitadvice4success.wordpress.com/ T.J. Cantwell

    Great topic. I agree that everything is getting shorter. 120 character pitch could be called a “Twit Pitch” or “Twitch” . I need to work on mine. T.J.
    .-= T.J. Cantwell´s last blog ..Nonprofit Professionals: Promote Your Unique Value =-.

  • http://nonprofitadvice4success.wordpress.com T.J. Cantwell

    Great topic. I agree that everything is getting shorter. 120 character pitch could be called a “Twit Pitch” or “Twitch” . I need to work on mine. T.J.
    .-= T.J. Cantwell´s last blog ..Nonprofit Professionals: Promote Your Unique Value =-.

  • Lance

    Could not agree more, or should I say…”Yes!” Maybe…”Y!”… or just “!”. As I visit networking groups and listen to sales and marketing professionals there is (sometimes) a sales adage that comes to mind and it’s not flattering. Some people just “show-up and throw-up”. How long is an elevator ride? What happens if they get off early? What happens if you get the persons attention and they stay on the elevator? OMG I have to talk!!! IMHO (is that too old?) if we plan our daily interactions so that we are respectful of other people’s time (that word seems to have an air of luxury about it) , and yet be prepared for a conversation, the elevator speech is indeed dead. I’ll let you know when I have it all mastered ;)

  • http://YourWebsite Lance

    Could not agree more, or should I say…”Yes!” Maybe…”Y!”… or just “!”. As I visit networking groups and listen to sales and marketing professionals there is (sometimes) a sales adage that comes to mind and it’s not flattering. Some people just “show-up and throw-up”. How long is an elevator ride? What happens if they get off early? What happens if you get the persons attention and they stay on the elevator? OMG I have to talk!!! IMHO (is that too old?) if we plan our daily interactions so that we are respectful of other people’s time (that word seems to have an air of luxury about it) , and yet be prepared for a conversation, the elevator speech is indeed dead. I’ll let you know when I have it all mastered ;)

  • Julie Leonard

    Short-attention-span writing is frightening. While ok as a quick bite, those who think eventually need more meat.

    (113 characters)

  • http://YourWebsite Julie Leonard

    Short-attention-span writing is frightening. While ok as a quick bite, those who think eventually need more meat.

    (113 characters)

  • http://www.SoulsHarbourRescueMission.org/blog Michelle Porter

    Excellent article! I did the assignment from a personal standpoint of what I do:

    CEO of a premier charity that helps the homeless, hungry and addicted reach up for a better life. http://www.shrm.ca

    I even had room for the link!

    Critique welcome and appreciated.
    .-= Michelle Porter´s last blog ..Responding to Criticism =-.

  • http://www.SoulsHarbourRescueMission.org/blog Michelle Porter

    Excellent article! I did the assignment from a personal standpoint of what I do:

    CEO of a premier charity that helps the homeless, hungry and addicted reach up for a better life. http://www.shrm.ca

    I even had room for the link!

    Critique welcome and appreciated.
    .-= Michelle Porter´s last blog ..Responding to Criticism =-.

  • http://www.SocialMediaforbabyboomers.com/ Andrea J. Stenberg

    What you say here is only partially true. It depends on your target market. As social media experts it’s easy to feel like everyone is on Twitter etc. However, the majority of business people are not.

    My audience – baby boomers – are still more comfortable with a longer message. Even those on Twitter prefer full sentences, proper grammar & no abbreviations. While my personal style is more Twitter-like, I find for many of my audience I’m forced to go back and add the social niceties to emails, extra details and the like. My audience does not appreciate brevity just for the sake of keeping it to 120 characters.

  • http://www.SocialMediaforbabyboomers.com Andrea J. Stenberg

    What you say here is only partially true. It depends on your target market. As social media experts it’s easy to feel like everyone is on Twitter etc. However, the majority of business people are not.

    My audience – baby boomers – are still more comfortable with a longer message. Even those on Twitter prefer full sentences, proper grammar & no abbreviations. While my personal style is more Twitter-like, I find for many of my audience I’m forced to go back and add the social niceties to emails, extra details and the like. My audience does not appreciate brevity just for the sake of keeping it to 120 characters.

  • http://www.rick.dk/ Torben Rick

    Good thoughts, thanks. The elevator pitch is dead ….. but a domain will stay :-) torbenrick.eu

  • http://www.rick.dk/ Torben Rick

    Good thoughts, thanks. The elevator pitch is dead ….. but a domain will stay :-) torbenrick.eu

  • http://www.markvisbeek.nl/ Mark Visbeek

    Industrial Designer and superstar with a touch of megalomania. Specialized in integrated design and conceptual thinking. (120)

    or

    Industrial Designer and superstar with the occasional touch of megalomania. Specialized in integrated product development and creative conceptual thinking. (155 – Twitter Bio)

  • http://www.markvisbeek.nl Mark Visbeek

    Industrial Designer and superstar with a touch of megalomania. Specialized in integrated design and conceptual thinking. (120)

    or

    Industrial Designer and superstar with the occasional touch of megalomania. Specialized in integrated product development and creative conceptual thinking. (155 – Twitter Bio)

  • http://twitter.com/HarounKola/statuses/5854503877 HarounKola (Haroun Kola)

    Twitter Comment


    RT @jaybaer Get Shorty – The Elevator Pitch is Dead | Integrated Marketing and Media | Social Media Consulting – Con… [link to post] – Posted using Chat Catcher

  • http://twitter.com/HarounKola/statuses/5854503877 HarounKola (Haroun Kola)

    Twitter Comment


    RT @jaybaer Get Shorty – The Elevator Pitch is Dead | Integrated Marketing and Media | Social Media Consulting – Con… [link to post]

    Posted using Chat Catcher

  • http://twitter.com/integralmath/statuses/5854717172 integralmath (RK Thunga – Inte

    Twitter Comment


    RT @HarounKola RT @jaybaer Get Shorty – The Elevator Pitch is Dead … [link to post] || Yes! – Posted using Chat Catcher

  • http://twitter.com/integralmath/statuses/5854717172 integralmath (RK Thunga – Integral)

    Twitter Comment


    RT @HarounKola RT @jaybaer Get Shorty – The Elevator Pitch is Dead … [link to post] || Yes!

    Posted using Chat Catcher

  • http://twitter.com/miiaakkinen/statuses/5854698392 miiaakkinen (Miia Äkkinen)

    Twitter Comment


    Forget the traditional elevator pitch and use only 120 characters [link to post] (via @smmguide @jaybaer) – Posted using Chat Catcher

  • http://twitter.com/miiaakkinen/statuses/5854698392 miiaakkinen (Miia Äkkinen)

    Twitter Comment


    Forget the traditional elevator pitch and use only 120 characters [link to post] (via @smmguide @jaybaer)

    Posted using Chat Catcher

  • http://twitter.com/Lunavedigital/statuses/5855747285 Lunavedigital (Lunave)

    Twitter Comment


    RT @jaybaer Get Shorty – The Elevator Pitch is Dead [link to post] – Posted using Chat Catcher

  • http://twitter.com/Lunavedigital/statuses/5855747285 Lunavedigital (Lunave)

    Twitter Comment


    RT @jaybaer Get Shorty – The Elevator Pitch is Dead [link to post]

    Posted using Chat Catcher

  • http://www.inbound-marketing-automation.ca/ Eric Goldman

    Great Post. Thank-you. Our elevator pitch, duly shortened:
    “Sales and Marketing Automation Made Easy. Our slogan says it all: More leads of Higher Quality at Lower Cost.”
    Less than 120 characters!
    visit our site for details

  • http://www.inbound-marketing-automation.ca Eric Goldman

    Great Post. Thank-you. Our elevator pitch, duly shortened:
    “Sales and Marketing Automation Made Easy. Our slogan says it all: More leads of Higher Quality at Lower Cost.”
    Less than 120 characters!
    visit our site for details

  • http://twitter.com/twincitysam/status/6208798572 Twin City SAM

    RT @jaybaer Get Shorty – The Elevator Pitch is Dead | Integrated Marketing and Media | http://bit.ly/15tW6P Sage advice

  • http://twitter.com/businessmum/status/6229845145 Nadine Hill

    Technology has killed small talk. Love this article from @jaybaer http://tinyurl.com/lp5swe

  • http://twitter.com/fantasticmedia/status/6238876971 Fantastic Media

    We'll try this tomorrow,can we describe Fantastic in 120 characters? RT @jaybaer Get Shorty-The Elevator Pitch is Dead http://bit.ly/15tW6P

  • http://twitter.com/fantasticmedia/status/6239069951 Fantastic Media

    Challenge for tomorrow,can we describe Fantastic in 120 characters? RT @jaybaer Get Shorty-The Elevator Pitch is Dead http://bit.ly/15tW6P

  • http://twitter.com/murciamarketing/statuses/6979536954 murciamarketing (Paul Gailey A

    Twitter Comment


    Defínete en 120 caracteres [link to post] Get Shorty: Elevator Pitch is dead [link to post] RT @jaybaer #li – Posted using Chat Catcher

  • http://twitter.com/murciamarketing/statuses/6979536954 murciamarketing (Paul Gailey Alburqu.)

    Twitter Comment


    Defínete en 120 caracteres [link to post] Get Shorty: Elevator Pitch is dead [link to post] RT @jaybaer #li

    Posted using Chat Catcher

  • http://twitter.com/murciamarketing/status/6979536954 algo pixelado

    Defínete en 120 caracteres http://bit.ly/8BgRx9 Get Shorty: Elevator Pitch is dead http://bit.ly/8BgRx9 RT @jaybaer #li

  • http://www.twitter.com/murlu Murlu

    Lemme give this a try:

    Valid HTML/CSS website creation to take your business online, increase your revenue and reach out to customers.

    *After thinking this over for a few minutes I realized just how difficult it is to sum up your business in 120 characters but the restriction on the pitch makes it very attractive and streamlined.

    Excellent post!
    .-= Murlu´s last blog ..Murlu: The Ultimate WordPress SEO Checklist http://bit.ly/2mIZi =-.

  • http://www.twitter.com/murlu Murlu

    Lemme give this a try:

    Valid HTML/CSS website creation to take your business online, increase your revenue and reach out to customers.

    *After thinking this over for a few minutes I realized just how difficult it is to sum up your business in 120 characters but the restriction on the pitch makes it very attractive and streamlined.

    Excellent post!
    .-= Murlu´s last blog ..Murlu: The Ultimate WordPress SEO Checklist http://bit.ly/2mIZi =-.

  • http://twitter.com/LisaKSimone/statuses/7566124541 LisaKSimone (Lisa Simone)

    Twitter Comment


    Technology has killed small talk – “Get Shorty – The Elevator Pitch is Dead” [link to post] – Posted using Chat Catcher

  • http://twitter.com/LisaKSimone/statuses/7566124541 LisaKSimone (Lisa Simone)

    Twitter Comment


    Technology has killed small talk – “Get Shorty – The Elevator Pitch is Dead” [link to post]

    Posted using Chat Catcher

  • http://twitter.com/lisaksimone/status/7566124541 Lisa Simone

    Technology has killed small talk – "Get Shorty – The Elevator Pitch is Dead" http://bit.ly/141bIt

  • http://twitter.com/peoplemotion/status/7960917312 Geoff Snowden

    RT @jaybaer Get Shorty – The Elevator Pitch is Dead http://bit.ly/15tW6P

  • http://twitter.com/papajoebarfield/status/8265741602 Papa Joe Barfield

    The law of boundless brevity– http://bit.ly/10Qm1s

  • http://twitter.com/mylogosource/status/8680238916 Matt Gray

    Get Shorty – The Elevator Pitch is Dead by @jaybaer http://bit.ly/141bIt

  • http://twitter.com/boxeswithknobs/status/8699883551 Michael Sherrill

    Get Shorty – Death of an Elevator Pitch – http://bit.ly/dbkDfP #brevity #startups #insight #twitter

  • http://twitter.com/arjanbroere/status/12445887035 arjan broere

    Net aangemeld voor NL werkt online van @samvanbuuren. Wordt vast erg goed http://bit.ly/NL-online

  • http://twitter.com/arjanbroere/status/12445887035 arjan broere

    Net aangemeld voor NL werkt online van @samvanbuuren. Wordt vast erg goed http://bit.ly/NL-online

  • http://www.eamega.com/JANETS Janet

    Not exactly easy to do a post that invites interaction in just 120 – but, here goes!

    In Pain? Natural, portable energy tool has helped many ditch their meds! Call Janet for info 812-288-6597

  • http://twitter.com/bensuch/status/14795953192 Benjamin Suchar

    Can you pitch your business in a tweet? Get Shorty – The Elevator Pitch is Dead! Twitch your business http://bit.ly/10Qm1s

  • http://twitter.com/bensuch/status/14795953192 Benjamin Suchar

    Can you pitch your business in a tweet? Get Shorty – The Elevator Pitch is Dead! Twitch your business http://bit.ly/10Qm1s

  • http://twitter.com/bensuch/status/14795953192 Benjamin Suchar

    Can you pitch your business in a tweet? Get Shorty – The Elevator Pitch is Dead! Twitch your business http://bit.ly/10Qm1s

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/