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Friday, June 29 2018

Your elevator pitch answers that question.

First the purpose. An elevator pitch provides a basic introduction to get someone interested or intrigued enough to say: "Tell me more" or even better: "I need to talk to you", or something similar.

It's not meant to get someone to hire you on the spot. It's also not a time to explain the process you use to help your clients.

In its simplest form, an elevator pitch should include the following:

1. Who is your audience?
2. What problem do you solve for them?
3. What benefits or results can they expect?

Putting it together isn't something you can do on the fly. It takes time and thought to define all those elements and then find the right wording so that your message is clear, precise and compelling.

We always speak as if you have to have ONE elevator pitch. That's not true!

You need a different pitch for different audiences e.g. if you're selling cruises to baby boomers, your message will be different than if you're selling cruises to 30-year olds.

You also need a different elevator speech for different aspects of your services e.g. if I 'm promoting that I help clients create an elevator pitch, my message will be different than if I'm talking about writing articles or case studies.

There are MANY ways to create an elevator pitch. They may all be different and yet all valid.

How is your elevator speech working for you? Contact me for help creating an elevator pitch that grabs the attention of your target audience.

Copyright 2018 Maggie Dennison

Posted by: Maggie AT 04:46 pm   |  Permalink   |  0 Comments  |  Email
Wednesday, June 20 2018

This morning I was looking at a website that was so full of dense text I didn't want to read on, even though I really needed the information. I had to force myself to keep going.

Here are a few tips that can make your copy easier for your readers to understand.

1. Avoid long paragraphs. They're intimidating to read into and can cause people to have second thoughts about reading further.

2. In school I learned to avoid one-sentence paragraphs. Yet a one-sentence paragraph might be just the right way to emphasize a point or to make it stand out visually.

3. Use white space, also known as negative space. This is space that's left blank. Instead of filling every inch of space, leave some breathing room around headlines, paragraphs, images. It makes your content easier to read and understand.

4. Use a simple font. Sans Serif fonts are best for on-screen reading. A Sans Serif font is one that doesn't have little hooks on the ends of each letter. Arial, Calibri or Verdana are good examples of this. For this newsletter I use Verdana.

5. Give instructions as a series of steps rather than hiding them in a block of text or a complicated diagram.

These simple steps can make a huge difference in how much attention your readers pay to what you're presenting. Make it easy for them!

How easy is it for YOUR readers to get your message? If you'd like an objective opinion, email me at or call me at 805 965 9173 and let's talk.

Posted by: Maggie AT 04:43 pm   |  Permalink   |  0 Comments  |  Email
Thursday, June 14 2018

Sometimes you have to start off slowly so that you can gain momentum later.

When it comes to creating the message you want to communicate to your audience, it's easy and tempting to simply start dumping words on the page, and hope that they'll come out perfectly first time.

But creating a clear message involves several steps.

Here are some examples of the most basic information you need to explore before you put those words on the page.

  • Who are you writing to?
  • What do they want most?
  • Why do they want it so badly?
  • What's stopping them from getting it?
  • Why should they choose you rather than someone else who offers the same service?
  • What objections or concerns do they have that might stop them from purchasing your service?

Creating your message is like building a house. Watching workmen dig a foundation is not exciting or inspiring. It's a grind. But when the foundation is down and the walls start going up, that's when you see it all start to take shape. And THEN you can get excited about it. However without that solid foundation the walls will not be stable.

The solid foundation for your message lies in the answers to the questions above.

When you move too quickly at the beginning, and jump over steps in the process, the result will be disappointing. We live in a 'hurry' culture, where being fast is praised as a virtue.

But sometimes it's not.

Need help defining those components of your message so that it appeals to your audience? Contact me by email at or call me at 805 965 9173 and let's talk.

Copyright 2018 Maggie Dennison

Posted by: Maggie AT 05:28 pm   |  Permalink   |  0 Comments  |  Email

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Maggie Dennison, M.A

My Marketing Message
The Magic Of Mindset And Marketing

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