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« Ten Dumb Marketing Mistakes | Main | Smart Marketing Investing »

May 08, 2006


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Rich Brooks

I think a lot of professionals feel that if they memorize an "audio logo" it loses its authenticity. That memorization is only for telemarketers and school children and they'll come off as fake if they have too pat a response to what they do. (At least, that was my excuse.)

Another analogy, similar to starring in Hamlet, is freestyle rappers. They appear to be creating rhymes on the fly, whether they're rapping about street life or current events. However, they've been practicing for so long they know all the possible rhymes for anything that might stumble off of their tongues in the first line.

Even if you're not comfortable with the idea of an elevator pitch, it's important to know how to express all the important ideas that would generate interest and passion in your prospects.

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