THE MOMENT OF TRUTH
Learn why the ten-second "Elevator Test" is the ultimate test of your advertising plan
The "what do you do" question is a highly valuable invitation to promote your business, but more often than not it is a wasted opportunity.
Why? The average business person is not ready to deliver a short, crisp answer that lasts no more than 10 seconds. For example, our 10-second commercial is direct and to the point: “We help our clients sell more stuff.”
Note we don’t say we are an advertising and marketing company. Instead, we focus on the prime benefit we deliver: increased sales. That makes sense because most of our clients don’t really care about marketing and advertising, but they are very focused on increasing sales.
You can do the same by focusing on the prime benefit (not feature) delivered by your business. Write it down and then cut it back to no more than 10-20 words. Then memorize the line so you can deliver it in an easy, relaxed tone. It could make a huge difference the next time you are asked: What do you do?
PS: After creating your 10-second commercial, audit your existing advertising to ensure it is delivering the same, focused message. If that message is buried deep in your ads, or is nowhere to be found, it’s time to go back to the drawing board.