14 Dec The Classic Marketing Principle You Should be Following
“Just get to the point already!”
This is a demand we’d all like to make more often. Instead, we happily tune out the overload of information that’s being directed our way. It’s astonishing how common it is for businesses to market themselves in such a way that forces their audiences to tune out in a similar manner. When it comes to first brand introductions, keep it simple. Just get to the point already.
It’s difficult to pinpoint what to include and what should be saved for later. You can’t leave out important information. What if the buyer doesn’t get enough information? They need to know everything! No. They need to know enough to get them interested. If they’re not interested, it will be because they have no demand for the product/service. If they have an interest, they’ll take the time to seek out further information. This helps you create an ultra-targeted sales funnel, right from the get-go.
There’s a classic marketing principle that can help you figure this all out. You should be familiar with The Elevator Pitch. Essentially, it’s delivering an effective business pitch that lasts no longer than an elevator ride (typically 20-30 seconds). People take this idea too literally. Perhaps they envision a dramatic scene of sneaking into a corporate office, tracking down the decision maker and trapping them in an elevator – just long enough to pitch your billion dollar business idea. Very rarely should this actually occur in your career. Instead, the idea of the elevator pitch is to only include the most important information, to see if someone should even be considered a lead.
The concept of an elevator pitch should be applied to all initial marketing initiatives. What should you include? Who you are, what you do, how it helps the client. If you can find a way to fit this into about 30-40 seconds of dialogue, then you’ve struck copywriting gold. If you’re desperate to include a little more information, you can also include a quick 15 seconds about how you do what you do. The decision to include this information upfront should differ from brand to brand.
If you’re having trouble staying within that 30-40 seconds, just remember to keep it simple. If you were a potential customer, what section of that pitch would interest you the most? The least? Is there a statement that can be found in several other areas of your website? Cut it out! Only the most important details should be given up front. This also helps to ignite the natural curiosity of your audience.
Whether you’re creating a marketing video, website copy or an advertisement, keep the Elevator Pitch principle in mind.