Become REMARKABLE, !

Business Writing Tips,

Tools, Tactics + Trends

A Grab + Go Writing Brief For Small Business Owners

Here's the thing with an elevator pitch, positioning statement, or whatever else you choose to call it: It's probably all wrong. At least, it is wrong in today's business world. (Please don't hit me until you read the rest.)

In nearly all the pitches/positioning statements I read or hear, we start with I do/make [this thing] to help [someone, somewhere] achieve [this or that] simply because we've always done it this way. But I declare we should instead make our conversation partners the stars of the show. In short: To become remarkable, memorable, and front-of-mind, make it about them, not you. Please read on.

TWEAK YOUR ELEVATOR PITCH AND BECOME REMARKABLE

(Here's the easy-peasy how-to)

I am using my business as an example, with a before and after, followed with explanation.

>> Before + Pretty Good <<

I help business owners gain the confidence and skills they need to write their own copy.

>> After + Remarkable <<

Business owners like you overcome frustration and gain the confidence and skills you need to write your own copy so you can get on with doing the things you love to do. We help you do that.

>> Explanation <<

In both versions, I use business owner, but am happy to switch to business manager, business leader, or something else more specific, if I know what it is.

In the before version, I start with me by using the word I, which simply means that everything following will be about the talker (me!) in the listener's mind. It's better if they hear what's in it for them right from the get-go.

In the after version, I turn the focus on my conversation partner (listener) and what's in it for them, including a deeper benefit (get on with doing the things you love to do/the things you're really good at). If you know they love to sail, ride horses, or spend the day at the soccer field with their kids, you can use a specific benefit. I use the word you to draw them into the conversation and make them the star of the show. I also introduce a pain point (frustration) they overcome with our help. This tweak makes you remarkable and memorable, and will help keep you front-of-mind.

Let me know if you have questions or need further explanation.

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