When I was just starting out in Sales/Marketing, one of my mentors explained the power of the "elevator pitch". The concept he described was that you needed to explain your product or service in the time it took an "elevator" to go from the ground floor to the top floor of a building. Some argue that an elevator pitch should be 30 seconds and others 118.
The "118 pitch" is a modern term based on the average elevator ride in New York City. In a recent HBR post by, Jeffery Hayzlett, he argues that attention spans are much shorter, so you have to "amp up" your pitch.
I would agree completely with his conclusion in his post that the first 8 seconds of the pitch is the "hook". I argue this when designing marketing collateral, websites, and other marketing or sales mediums.
As discussed by Jeffery Hayzlett, I have realized in my own research, that the average human can only concentrate on something for less than 8 seconds. If this is true, then why are sales and marketing professionals generating talking points that are based on 30 seconds or longer. If you do not receive the "lean in" factor in 8 seconds you lost the interest of the other party.
If the first 8 seconds are the "hook" then the 110 remaining seconds better drive the message home.
My thoughts are this: Your 118 must!
Some argue about including your "Promises that you will deliver on" but I feel that most businesses do not interpret promises as value. You want to make sure that you deliver a unique value that your prospect desires.
Next week, I will talk about how to utilize the 118 pitch for your website.