Two Or Three Words

Reading Scott Ginsberg’s How to Be That Guy this evening, I happened upon this gem:

PICTURE THIS: you’re sitting in the CNN Green Room, ready to be interviewed about your cool new idea, company, or product. After giving the producer the correct spelling of your full name, she asks you, “Oh, and one last thing before you go on the air in five minutes: what two or three words do you want written underneath your name?”

It’s a valuable reality check — you might have a multi-page web site or brochure. You might have a complex and sophisticated multiple-media campaign going. But when one of your customers mentions you to a friend, relative, or co-worker, the description may only be a few words.

So this could be a valuable exercise in boiling your selling proposition down to its essence — try to describe the value you provide in three words or less.

I’m Phil Bernstein, Portland’s Advertising Expert.

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