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The Six Successors to the Elevator Pitch (4. The subject-line pitch…
The Six Successors to the Elevator Pitch
1. The one-word pitch
Nowadays only brutally simple ideas get through.
The ultimate pitch for an era of short attention spans begins with a single word— and doesn’t go any further.
Reducing your point to that single word demands discipline and forces clarity.
Example
I think that the best example for this is UNDISPUTED, an american tv sport program. Where just with the title you can know what is all about. Two persons Skip and Shannon going head to head on any topic.
2. The question pitch
When I make a statement, you can receive it passively. When I ask a question, you’re compelled to respond, either aloud if the question is direct or silently if the question is rhetorical.
By making people work just a little harder, question pitches prompt people to come up with their own reasons for agreeing (or not).
Questions can outperform statements in persuading others.
Example
The California Milk Processor Board is perfecto to this point. This milk brand uses simple two word question: “Got Milk?"
3. The rhyming pitch
Rhymes boost what linguists and cognitive scientists call “processing fluency".
Rhymes ease with which our minds slice, dice, and make sense of stimuli.
Rhymes taste great and go down easily and we equate that smoothness with accuracy. In this way, rhyme can enhance reason.
Example
The perfect example for this point is the paper towels and napkins BOUNTY. This brand uses a slogan that goes "the quicker picker upper".
4. The subject-line pitch
The subject line is the headline that previews and promises what the message contains.
Utility and curiosity are equally potent when selling something.
Along with utility and curiosity is a third principle: specificity.
The subject lines should be ultra-specific.
Example
In this case I think the slogan that Nike uses is the best. Nike is one of the best brands when sports show up. They are selling their stuff to us with just the simple phrase: JUS DO IT. That line has a lot behind, with curiosity and utility, and also being specificity.
5. The Twitter pitch
Quick, painless, and to-the-point. It cuts through the PR babble and forces companies to summarize what they do in 140 characters or less.
The mark of an effective tweet, like the mark of any effective pitch, is that it engages recipients and encourages them to take the conversation further.
Summarize your ideas and be clear.
Example
When writing a song, something is a lot useful to be more clear and direct. For example, there is a thing called "décimas", that is a way of doing poetry and writing. Jorge Drexler, the Uruguayan composer uses that a lot to write new songs and the peculiar characteristic is that the décimas contain less than 140 characters.
6. The Pixar pitch
Use storytelling.
Make it simple and fun, tell a story.
Always begin with a "once upon a time"...
Example
The storytellings that most of the car companies use to sell. For example, Mazda nowadays present its comercials with a story of someone driving and then something happens to that person and at the end the car ended up being the salvation.
