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.
I’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)
Twitter Comment
nice post by @jaybaer “Get Shorty- The Elevator Pitch is Dead” [link to post]
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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 =-.
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.
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Get Shorty – The Elevator Pitch is Dead | Integrated Marketing and … [link to post]
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RT @BethHarte: Get Shorty – The Elevator Pitch is Dead from @JayBaer [link to post]
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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.
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.
Advertising isnt really the one that does (or should) get the bad rap…. Marketing does AND should. Its nothing more than clever, convenient, lies.
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RT @BethHarte: Get Shorty–The Elevator Pitch is Dead from @JayBaer [link to post]
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(via @BethHarte) Get Shorty – The Elevator Pitch is Dead from @JayBaer [link to post]
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Get Shorty – The Elevator Pitch is Dead from @JayBaer [link to post]
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Get Shorty – The Elevator Pitch is Dead – [link to post]
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RT @jaybaer: Get Shorty – Why the Elevator Pitch is Dead. [link to post]
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RT @bkmacdaddy: Get Shorty – The Elevator Pitch is Dead – [link to post] **Long live the 120-character pitch.**
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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.
Jeff – Well done. Gotta love stunning results. Did you write that, or did Richter feed it to you? Thanks for the comment!
That was all me. Our mother is an English teacher as you know.
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RT @elisanader: The Elevator Pitch is Dead [link to post] **Long live the 120-character pitch.** (via @jaynawallace)
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Best thing I’ve read today. Thanks Jason.
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RT @tweetmeme Get Shorty – The Elevator Pitch is Dead … [link to post]
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We create custom Search Engine Ad Campaigns that bring you pre-qualified prospects ready to buy! Our clients love us! (117)
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RT @damphoux: spot on! @jaybaer, Get Shorty – The Elevator Pitch is Dead [link to post] (as another commenter said, its an adline)
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spot on! @jaybaer, Get Shorty – The Elevator Pitch is Dead | Integrated Marketing and Media [link to post]
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So true. RT @damphoux: spot on! @jaybaer, Get Shorty – The Elevator Pitch is Dead | Integrated Marketing and Media [link to post]
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Interesting. Says tweets should be 120 char to allow for RT. RT @jaybaer: Get Shorty – Why the Elevator Pitch is Dead. [link to post]
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Not sure I agree with all of it. RT @jaybaer: Get Shorty – Why the Elevator Pitch is Dead [link to post]
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@DaveCharest I’m getting ready for the new trend, the Twitter pitch, or Twitch. It’s a high concept version of high concept. Or hept.
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@DaveCharest Wow, I think I disagree with almost everything in that article, including the premise itself. Would type more but…
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Too Long! RT @SusanMontgomery @jaybaer: Get Shorty – Why the Elevator Pitch is Dead. [link to post] < -
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RT @SusanMontgomery RT @jaybaer: Get Shorty – Why the Elevator Pitch is Dead. [link to post]
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RT @AgencyBabylon Scary and interesting: RT @bkmacdaddy Get Shorty – The Elevator Pitch is Dead – [link to post] (not really, but…)
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RT @tweetmeme Get Shorty – The Elevator Pitch is Dead | Integrated Marketing and Media | Social Media Consulting – C… [link to post]
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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] =-.
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.
Small photos? That is totally cheating. That’s like 250 words, easy.
.-= tysoncrosbie´s last blog ..{Steve Belt} Soft Edit [Flickr] =-.
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 =-.
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.
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RT @bkmacdaddy: Get Shorty – The Elevator Pitch is Dead – [link to post]
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Scary and interesting: RT @bkmacdaddy Get Shorty – The Elevator Pitch is Dead – [link to post]
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The Elevator Pitch is Dead – [link to post] **Long live the 120-character pitch.** (via @jaynawallace) what about a novel synopsis?
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A Twitter pitch. RT @DaveCharest Not sure I agree with all of it. @jaybaer: Get Shorty – Why the Elevator Pitch is Dead [link to post]
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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 =-.
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.
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RT @jaybaer Get Shorty – The Elevator Pitch is Dead [link to post] (how to sell yourself in 120-characters – DB)
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RT @dannybrown RT @jaybaer Get Shorty – The Elevator Pitch is Dead [link to post] (how to sell yourself in 120-characters – DB)
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Smart! RT @dannybrown RT @jaybaer Get Shorty – The Elevator Pitch is Dead [link to post] (how to sell yourself in 120-characters – DB)
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RT @jaybaer: Get Shorty – Why the Elevator Pitch is Dead. [link to post] Me thinks it’s only resting
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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.
Hi Bob. Thanks for the comment. I like the remarkable part of your line. Very nice.
Twitter Comment
Get Shorty – Why the Elevator Pitch is Dead. [link to post] from @jaybaer Great read.
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RT @abbycarr Get Shorty – Why the Elevator Pitch is Dead. [link to post] from @jaybaer Great read.
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RT @tweetmeme The Elevator Pitch is Dead! [link to post]
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RTDannyBrown RT @jaybaer Get Shorty – The Elevator Pitch is Dead [link to post] (how to sell yourself in 120-characters)
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Veridus is a public affairs firm of experienced successful individuals doing lobbying, campaigns, and procurement.
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.
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.
Michael – Good one! I’m intrigued. Tell me more about Experts Exchange. How does it work?
Twitter Comment
Great & so true! RT @JeffHurt: Get Shorty – The Elevator Pitch is Dead [The Law Of Boundless Brevity] by @jaybaer [link to post]
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120 characters = linguistic equivalent of Gary Coleman? via @jaybaer Plenty of smart bloggers, how many r funny, 2? [link to post]
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Get Shorty – The Elevator Pitch is Dead | Integrated Marketing and Media | Social Media Consulting – Convince & Convert [link to post]
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Get Shorty – The Elevator Pitch is Dead [The Law Of Boundless Brevity] by @jaybaer [link to post]
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RT @DannyBrown: RT @jaybaer Get Shorty – The Elevator Pitch is Dead [link to post] (how to sell yourself in 120-characters – DB)
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RT @atownley RT @JeffHurt: Get Shorty – The Elevator Pitch is Dead [The Law Of Boundless Brevity] by @jaybaer [link to post]
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Shorter than 140? RT @jasonpinto RT @abbycarr Get Shorty – Why the Elevator Pitch is Dead. [link to post] from @jaybaer Great read.
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