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Element 42. Punchy, Compelling Story > Relevance—Why Add This Element?

Relevance—Why Add This Element?

The scoring of the punchy, compelling nature of your story is here because your idea is doomed to mediocrity or worse without it. It is your “elevator speech.” Pretend you have just gotten in an elevator with the key decision maker of the firm you would like most to support you. You have 20 floors in which to respond to the following question: “So, what does your company do?” The readymade punchy, compelling story is calculated to inspire action, if not by the listener then by his or her listener when they pass the story along. This is your primary sales and marketing tool for the earliest moments of your enterprise. Nothing else is available; no website, no brochure, no office, and possibly not even a business card.

Dr. Market’s Observation:

Note the ability of this story to carry itself through the variety of iterations necessary to reach the appropriate listeners. You will rarely be in front of the key people who need to hear your message—it will be told second- and third-hand. So keep it simple, punchy, and compelling. Your “sale” is likely to occur when the story is told far away from you.



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