Posts Tagged ‘marketing messsages’

What’s Your One Word Equity Sales Pitch?

According to Microsoft, human beings have an attention span of 8 seconds. A goldfish has an attention span of 9 seconds. Possibly this is one of the reasons for the one word equity sales pitch as described by Dan Pink in his book To Sell Is Human: The Surprising Truth in Moving Others.

sales-pitchThe one word equity sales pitch is the brain child of Maurice Saatchi who believes in this digital age brevity must be pushed to its breaking point. This one word is the word you want others to think about you and your company.  It can be a noun, an adjective or even a verb.

Saatchi provides the example of the word “search.” Who or what comes to mind.  For many that entity is Google. He contends today only brutally simple ideas get through because they “travel lighter and travel faster.”

Now the difficult part:

  • What is the one word you want others to think when thinking of you?
  • When anyone utters that word, he or she thinks of you

Recently when speaking at a conference for executive coaches, organizational and lean consultants I shared this one word equity sales pitch as an activity.  The activity was difficult. What the 30 plus participants in attendance said, it helped to bring clarity and focus to their marketing and sales messages.

One path to find this one word equity is to return to your purpose statement if you have one.  Possibly within that statement you may find that one word.  For me, the word “trailblazer” has been part of who I am and what I do.

Another path is to ask others to share with them that one word that comes to mind when thinking of you. This path may surprise you.  If the word is not to your liking, then it may make sense to re-frame your sales pitch within your marketing messages and sales conversations.

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