The Escalator Pitch
Summary It's no secret that less is more in the age of information overload, no matter how you're trying to reach people. That's why Boyd also calls it the escalator pitch. "It's something you can say in 10 seconds while he's going up the escalator and you're going down the escalator,"
Google's Eight-Word Pitch
Veteran entrepreneurs and financiers understand the need for brevity when pitching any business. So what makes a good escalator pitch? "Brevity and Relevance”. It's about focus and precision, and it needs to be aligned and presented in a way that reflects who you write to and why it's beneficial to your readers. That means tailoring your message to your audience.
The Foundation of Your Brand
Message should start with the people behind the product, rather than an outside public relations or marketing firm. When you're actually talking about your own product, it's your idea. You will find the words. If you can't, it may be a sign that your product is not distinct from competitors. Unknown startups should also think of escalator pitches as the foundations for their brands.
The Fortune-Cookie Message
The real value isn't how many commas you put into an e-mail. It's really about how effective you are about getting people who are interested to take a call or a meeting. And with your audience drowning in more noise than ever, cutting your message to fortune-cookie length may be the best chance you have at getting their attention.
Google's Eight-Word Pitch
Veteran entrepreneurs and financiers understand the need for brevity when pitching any business. So what makes a good escalator pitch? "Brevity and Relevance”. It's about focus and precision, and it needs to be aligned and presented in a way that reflects who you write to and why it's beneficial to your readers. That means tailoring your message to your audience.
The Foundation of Your Brand
Message should start with the people behind the product, rather than an outside public relations or marketing firm. When you're actually talking about your own product, it's your idea. You will find the words. If you can't, it may be a sign that your product is not distinct from competitors. Unknown startups should also think of escalator pitches as the foundations for their brands.
The Fortune-Cookie Message
The real value isn't how many commas you put into an e-mail. It's really about how effective you are about getting people who are interested to take a call or a meeting. And with your audience drowning in more noise than ever, cutting your message to fortune-cookie length may be the best chance you have at getting their attention.
Opinion
In an era of information technology, we are in an embarrassing situation, a deluge of information. So, many information looks like a spam for us. Lots of information has low accuracy. In the marketing strategy, it is same. In an embarrassing situation, what could be a proper way to persuade or appeal our target? That is ‘Brevity and relevance’. Who you write to and why it's beneficial to your readers, tailoring your message to your audience is important. When pitching any business we have to focuses on something and we have to give an attention with precision. If I talk about my products, to give a just one impressive word is necessary. That means my product is distinct from competitors. The length of e-mail is not important I think. With short e-mail, we have to give an impression effectively to our target people. As give a short massage like fortune-cookie message we can get an attention from our target.
Annotation;The Escalator Pitch, Business week, May 16, 2008
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