As a creative director in radio for about 12 years, I constantly railed against bad automotive advertising. As a marketing and advertising professional, I found it embarrassing. As a consumer, I found it insulting. As a regular guy, I found it annoying. One of my all-time favorite advertising quotes comes from Hugh MacLeod, who once said, “If you talked to people the way advertising talked to people, they’d punch you in the face.” But this ear poison has taught me some valuable lessons about marketing content and strategy, and motivated me to do better. Here are five of those lessons.
The 30 second pitch is an essential marketing tool. Also known as “the elevator pitch,” the idea is to explain who you are and what you do in the short amount of time it takes to ride an elevator from the ground floor to the top floor. The way we do business today has evolved so while you may never actually use your 30 second pitch in the proverbial “elevator”, there are plenty of places where you will use it; both expected and unexpected places. Every person you meet is a potential client. Whether you’re at a tradeshow, getting a latte or at your daughter’s soccer game, a business opportunity can present itself anywhere. Be prepared with your 30 second pitch. Here are some tips for how to craft your pitch to make the most of a first impression.