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The Great Glass Elevator Speech

July 17th, 2017 by Dale Jones

Why the ‘Traditional Elevator Speech’ Leads Nowhere

As marketing and communication professionals, we’re frequently asked by nervous entrepreneurs and professionals headed to networking meetings about the best way to put together an “Elevator Speech”.

Fear not! Surprisingly and simply Willy Wonka has the answer.

First, let’s define an Elevator Speech.

Wikipedia says:

“An elevator pitch (or elevator speech or statement) is a short summary used to quickly and simply define a product, service, or organization and its value proposition.

The name “elevator pitch” reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes.”

Back to Willy Wonka, the fictional character originally played by Gene Wilder and later Johnny Depp in the 1964 Roald Dahl novel Charlie and the Chocolate Factory.

Incredibly, Wonka depicted the best way to begin thinking about effective ‘elevator speeches’ in his description of the Great Glass Elevator, which he called the Wonkavator.

Willy Wonka:  “This is the great glass Wonkavator.”

Grandpa Joe:  “It’s an elevator.”

Willy Wonka:  “It’s a Wonkavator. An elevator can only go up and down, but the Wonkavator can go sideways and slantways and longways and backways…”

Charlie:  “And frontways?”

Willy Wonka:  “…and squareways and front ways and any other ways that you can think of. ……”

To be effective, think in terms of your creating a Great Glass Elevator Speech that moves up, down, sideways, slantways, longways, backways, frontways, squareways.

Instead of a Traditional one-way Elevator Speech which proceeds only from the speaker to the captive, often dismissive listener.

Let’s look at a few reasons traditional one-way elevator speeches potentially do more harm than good.

For the complete article: Pay it Forward



Bury The Hatchet

October 4th, 2011 by Dale Jones

The phrase (idiom) “Bury the Hatchet” means to forget about arguments and disagreements . . .

It appears traditional media and social media are at war with one another and that’s not the answer. We need to move past the arguments and disagreements.

Some companies believe that just because social media answers some of their most pressing needs with regards to communication and marketing, that they should abandon traditional media. We all recognize the importance of harvesting a social media presence, but the biggest mistake we see in a company’s effort to implement a marketing strategy is their approach.

ArtistotleA well designed integrated marketing strategy should take note of Aristotle’s statement: “The whole is greater than the sum of its parts.” For optimum results, social media should be integrated with traditional media.

Social media has become an extremely important part of how businesses market their brand, products and services. Traditional media carries with it a great deal of credibility and although it may not create the same kind of buzz that social media creates, it is a very important contributor to the success of business. You must understand how to integrate social media with traditional media into your advertising, public relations and direct marketing campaigns.   

In order to succeed, you must be open to new ways of thinking about integrating your social media and traditional media.

If someone builds you the framework and a process for integrating your social and traditional media, you can apply it over and over again.

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