Message Development: Nailing The ‘Elevator Pitch’
Sometimes the hardest thing to talk about is yourself. In this opinion piece, Archetype Sydney strategy director Nigel Malone shares some tips on composing the right message.
As a hybrid strategist/writer, clients often say to me, “I really want to have one sentence that sums up who we are and what we do.” The elusive ‘elevator pitch’ – a compelling snapshot of what you do better than anyone else – has become increasingly important in this time of rapidly decreasing attention spans.
Occasionally the client follows with “but I’m not a writer, that’s why we need you”, and looks at me as if I possess some superpower. But writing is not a magic trick. Sure some are better at it than others but on the whole it’s a skill like painting or playing piano that can be taught.
There’s one particular tool I share with both clients and colleagues to help them overcome any fears they may have about writing. It works equally well for an elevator pitch, as it does a speech, and can dramatically help the persuasiveness of the communication.
The tool is called ‘Knowing, Feeling, Doing’ and it came to me via Sam H. Ham, Professor of Environmental Communication and International Conservation at the University of Idaho. Ham’s research taught me that effective and compelling communication is not about organising facts for maximum recall, it is about ‘meaning–making’.
Here’s how it works: every communication or message you wish to create should have three essential components. They can be used in any order, as long as you address each one. Start by addressing each one individually and then mesh them together.
Knowing – what we want our audience to know or learn (cognitive goal) Feeling – what do we want our audience to feel (affective goal) Doing – what do we want our audience to do, your call to action (behavioural goal).
Here’s a hypothetical example…
A few weeks ago, I got into a lift at Sydney Technology Park with James Tuckerman, someone I hadn’t seen since University days. After some pleasantries, I asked James “so what are you doing with yourself now?”.
[Knowing] I’m the founder and editor of Anthill, and online community for entrepreneurs, business builders and innovators.
[Feeling] I get to do what I love every day – tell stories about the thrills and spills of start-up culture and hang out with some most innovative thinkers on the planet.
[Doing] Jump online and see what we are up to at anthillonline.com
The tool provides a simple way to organise thinking into communication, but it goes much deeper than that. As communicators, it’s our job to impact another human being’s point of view, about a product, place, person or idea, in a way that produces the desired outcome consistent with organisational goals. In other words, our communication needs to be more than a fact- giving process. It needs to be persuasive.
To be persuasive we need to be provocative – not in the angry or negative way the word is often used – but rather to ensure we are actively provoking thoughts, are ‘thought-provoking’. For when our thoughts are provoked, we wonder, we ponder, and sometimes entertain new and wonderful possibilities about a product, place, person or idea.
I really admire Professor Ham for developing the ‘Knowing, Feeling, Doing’ tool. As with many of the strategy tools I recommend, they are part framework, part complete freedom. It can’t help you come up with actual content, but it can help guide you and structure it in the most persuasive and meaning-filled way.
Latest News
Aussie Eco-soap Company ‘Single Use Ain’t Sexy’ Makes Big Debut With Crowdfunding Campaign
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Software Giant Refuses To Pay Queer Artist For Their Work As Part Of Pride Month Campaign
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Visit Sunshine Coast Hires New Head Of Marketing
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
“You’re All Creeps!” Hunky Channel Seven TV Reporter Inundated With Female Admirers (But Are The Comments Kosher?)
This poses the serious question: should only attractive people appear on TV? And it's an unequivocal 'yes' from B&T.
GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
Nike Misspells Own Name In Embarrassing Sneaker Mix-up
Nike's just one of those brands that never seems to put a foot wrong. So this cock-up's a wonderfully refreshing change.
Kyle Sandilands Reveals He Turned Down $1.4 Million To Appear On 10’s ‘I’m A Celeb…’
To be on 'I'm a Celeb...', it seems you only need to know, have slept with or lived on the same street as a celebrity.
Hinge And Uber Combine To Help Connect Single Dog Owners
Apparently a dog is one of the best things to add to your dating profile. Well, apart from a mansion and a Ferrari.
REMINDER: Entry Deadline For Women In Media Awards Is Fast-Approaching!
Female? Work in media & advertising? Is your work often considered "the boss" or "the bee's knees"? Enter here & pronto.
Visa Announces Natalie Lockwood As New APAC Marketing VP
Do you own four maxed-out Visa cards? You could blame Natalie Lockwood or you could blame internet shopping & Uber Eats.
Liberal Politician Threatens To Sue The Chaser
It appears you can be sued for making jokes about politicians. Hence why B&T has refrained from making any jokes here.
Sydney Swans Raise Bowel Cancer Awareness Alongside The Jodi Lee Foundation
Nothing says "bowel health" like a diet of fresh fruit & veggies. Sadly, however, that doesn't include lychee daiquiris.
Ampol Launches Fundraising Campaign With The Smith Family
Great to see a petrochemical company with a good heart. Helps distract from all that "global warming" press, doesn't it?
Fashion Brands P.E Nation And Camilla Called Out After Wheelchair Runway Fail
It wouldn't be a Fashion Week without controversy. This time, however, it's nothing to do with everybody not eating.
Kleenex Exhibits Care In ‘Real Softies’ Via electriclimefilms And R/GA
Once again, toilet paper is hogging the headlines. And if COVID's given us anything marvellous, it's given us that.
BWS Brings Convenience To Aussies Via M&C Saatchi Sydney & Dentsu
Here's some terrific new work for BWS. Still, let's be honest, even if it was godawful we'd still shop there regardless.
Thursday TV Wrap: Seven Romps Home On The Back Of The AFL
It was all Origin on Wednesday, but it was all AFL last night. That said, Origin had The Veronicas & better fireworks.
JCDecaux Announces New Partnership With Bush Heritage Australia
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Pedestrian Launches Talent Recruitment Program Aimed At Young People From Underrepresented Communities
Here's a top initiative from the team at Pedestrian. It's that good, it deserves a fruit basket or bonus ab-roller.
Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
Gamers Challenged To Train With The US Marine Corps In New Work From Wunderman Thompson
New campaign sets out to prove that gamers aren't all nerdy addicts with poor diets and possible homicidal tendencies.
Make Your CX Stand Out From The Competition
It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.
Customers’ Annoying Habits The Star In Latest Burger King Work
B&T's dubious about the "burgers are better at Hungry Jack's" claim. However, it has to be said that ads definitely are.
Why The Future of Work Is Hybrid
This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.
Hardhat Accelerates Sydney Growth, Appoints WPP’s Kate Walker General Manager
Hardhat snares WPP's Kate Walker for GM role who doesn't even bother with high vis or even a jackhammer for press photo.
Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
UK Based BankiFi Expands To Australia
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Cannes In Cairns Is Heating Up With More Speaker Announcements!
Feared that safari suit or kaftan wouldn't get another airing 'til summer? Another reason to come to Cannes in Cairns.
5 Gum Announces New Twitch Partnership
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]
