Too many companies I’ve worked with are unable to articulate just exactly who it it they are and what they do. But now Internet technology is forcing companies to form a new kind of shorthand for their company strategy.
The newest version of the “elevator pitch” is a “Twitpitch,” so named in an article in Business Week Small Biz because it “forces you to tell your company’s story in 140 characters (about 20 words), the maximum length of a message on Twitter, a microblogging platform that is gaining popularity. Social media pioneer Stowe Boyd experimented with the idea and coined the term on his blog last month when, overwhelmed by e-mails, he decided to take appointments at the Web 2.0 Expo only via Twitter.”
THE REAL WORLD RETAILING TAKEAWAY
A “Twitpitch” (or elevator speech) needs to be engaging, succinct and dynamic.
In the beauty retailing business, we had a leader who kept saying that, “What we do is we sell women hope in a bottle.” Ah, not exactly.
A better pitch was, “We are the beauty destination of choice, providing women with an edited assortment of the best beauty products and services available in one convenient location.”
A twitpitch can be valuable on several fronts:
- It can help or force you to differentiate your concept from the other concepts out there selling similar goods.
- It can get you an entrée to vendors you want to meet with at trade shows.
- It can lead you to new investors.
- It gets all of your employees on the same page.
- It can make you the life of the dinner party.
I love the idea of the “Twitpitch!” So get going and create your “Twitpitch” today.