Tag Archives: google adwords

The Elevator Pitch Revisited

The past few weeks I have been involved in many conversations regarding the perfect elevator pitch.  In each conversation I’ve challenged people to evolve their idea of an elevator pitch to fit in with today’s technology.  This requires keeping their pitch to 140 characters required by Twitter or the 70 characters allowed by Google AdWords.

To that end I am reposting this blog entry from January of this year.

about_logoGoogle AdWords are those “sponsored links” in the right hand column on any Google search results page.  While we’ll discuss these further another time, these are cost per click ads that are placed by a company to get your attention based on your search terms.

When using Google AdWords as a marketing tool, the challenge is communicating your point of difference in 70 characters (including spaces).  This limited amount of space also needs to motivate the audience to take action.  Just like your elevator pitch.  This got me thinking- are Google AdWords this generation’s version of the elevator pitch?

Could you differentiate your company in 70 characters?    It’s not easy.  Luckily for me it only required a 35% reduction in characters bringing my AdWords pitch to “We increase your marketing return without increasing your investment”.

There is a sales adage that says know when to stop talking.  That same advice can be said about your AdWords pitch.  Make it relevant, distinct, motivating and to the point – 70 characters will force you to do just that.  Then once you’ve said your pitch, let your audience strike up the conversation to find out more.  If they don’t want to learn more then maybe your pitch isn’t as strong as it needs to be.

If it isn’t please refer to our previous entries – Perfecting Your Elevator Pitch and Who’s On First?

So see if you can get your AdWords pitch down to 70 characters.  Doing so is just another way to market smarter.

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Filed under Brand Position, Elevator Pitch

Marketing Checklist

We get so caught up in the day-to-day crises of our jobs we often forget the communications basics.

Use this checklist at the beginning of each week to keep tabs on your company and your competition.

Your Company

  • Check all the links on your website to make sure they are still live
  • Search your company on Google, Yahoo, etc
  • Search your company on blogs through technorati or blogsearch
  • Update Google Alerts
  • If you are using paid search like AdWords, test different terms. Test ad content.
  • Monitor web traffic
  • Update your blog
  • Determine what to post to Twitter this week
  • Update your Facebook page

Your Competitors

  • Check your competitor’s websites
  • Check your competitor’s web traffic on Compete.com.
  • Search your competitor’s on Google, Yahoo, etc
  • Search your competitor’s on blogs through technorati or blogsearch

Starting the week off following this checklist gets this out of your way and, more important, gives you time to work on anything you might discover.

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Are Google AdWords The New Elevator Pitch?

The New Elevator PitchGoogle AdWords are those “sponsored links” in the right hand column on any Google search results page.  While we’ll discuss these further another time, these are cost per click ads that are placed by a company to get your attention based on your search terms.  

When using Google AdWords as a marketing tool, the challenge is communicating your point of difference in 70 characters (including spaces).  This limited amount of space also needs to motivate the audience to take action.  Just like your elevator pitch.  This got me thinking- are Google AdWords this generation’s version of the elevator pitch?

Could you differentiate your company in 70 characters?    It’s not easy.  Luckily for me it only required a 35% reduction in characters bringing my AdWords pitch to “We increase your marketing return without increasing your investment”.  

There is a sales adage that says know when to stop talking.  That same advice can be said about your AdWords pitch.  Make it relevant, distinct, motivating and to the point – 70 characters will force you to do just that.  Then once you’ve said your pitch, let your audience strike up the conversation to find out more.  If they don’t want to learn more then maybe your pitch isn’t as strong as it needs to be.

If it isn’t please refer to our previous entries – Perfecting Your Elevator Pitch  and Who’s On First?

So see if you can get your AdWords pitch down to 70 characters.  Doing so is just another way to market smarter.

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Filed under Brand Position, Elevator Pitch