Now concentrate your long form pitch to create an elevator pitch.
Now super concentrate to create your tagline.
Angle: Mistake #25. The Big Bang Theory. 90% of your confusion around marketing and all its different “bits” will vanish when you understand this simple universal principle.
When we’re working on marketing, it can seem like there’s an endless amount of “stuff” we have to create. Ads, names, taglines, introductions, back stories, elevator pitches, sales letters, brochures, emails. And it goes on and on like a never ending marketing universe.
In truth it’s far simpler than that. If you zoom out and take a deity like perspective, the whole process is much simpler. Everything you will ever need to create originates in one place. Everything is just a sales conversation between you and your customer. Sometimes that sales conversation will be short and compact. Sometimes it will be long and in-depth. But it’s all variations of the same sales conversation.
What we’ve done in this process so far is lay the foundations for a pretty deep sales conversation between you and your customer. In its long form its ideal as a sales letter or a video sales letter. Now, in this step we’re going to concentrate that conversation and turn it into an “elevator pitch”. Then we’re going to concentrate it further and turn it into a “tagline”. Some people concentrate it even more and come up with useful product or company name ideas. The point is, expanding or concentrating your basic sales letter allows you to create all manner of other materials. You can also use your sales letter as the source for dozens of content ideas, like blog posts or videos or tutorials. When everything start with your sales letter, you know that everything naturally leads back to your sales letter. Which is the point of your whole business. The point isn’t to create random content that connects with random people, it’s to connect with the right people at the right time in the right way to generate sales.