Making people and ideas findable
What's your tagline? How do you pitch?
It has been nearly two years since I received my first pay check for Creo Quality. The business model has been fairly consistent but the actual services have evolved slightly. And I rarely put much emphasis on the importance of a clear, concise message or pitch about my business. I heard others talk about the importance of an "elevator pitch". I nodded my head but applied little of this logic to Creo.
A few months ago, I changed this view--partly because of some nudging from my business partner, Scott Durlacher. We crafted a tagline:
Creo Quality - Your Strategic Parnter for Life Science Opportunities
Our pitch would then get into the types of strategic services offered.
Recently, I decided to tweak the tagline and pitch:
Creo Quality helps bring new medical products to market faster. We do this by working with inventors of technologies, existing medical device companies, and product development service providers with business development, operational efficiency, and project and program management services.
Another has suggested the tagline and pitch would be better as:
Creo Quality works with inventors of technologies, existing medical device companies, and product development service providers to assist in bringing their products to the life sciences market faster.
So which tagline and pitch approach would you recommend? Cast your vote first with a comment. And then go to the CQ blog to read my commentary and decision about this.
2 Comments
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Comment by Jon D. Speer on August 27, 2008 at 8:08am -
David,
Thanks for the insightful comments. I should have stayed away from the word "pitch" in this post.
Cheers,
j
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© 2008 Created by Pat Coyle
I'm going to share an excerpt from pg. 40 with you on taglines: 'A good tagline must not only deliver a clear message but also advertise an offering truthfully, or else customers will lose trust and interest. In fact, a good way to test the effectiveness and strength of a strategy is to look at whether it contains a strong and authentic tagline.' .
Whichever one you choose, please know it must be concise (not garrulous), compelling, and memorable. Think of the best taglines in history and model their style (remember "Choosey Moms Choose Jiff!"?) Sorry, it's the best I could come up with on a whim because I'm hungry!). Also, you state tagline and pitch together as if they serve the same purpose. Your pitch (a.k.a. :30 second commercial) may include your tagline, but serves more of a grandiose purpose.
I hope this helps.