Today we attended a seminar by Joel Roberts.

Joel helped us to precisely articulate the purpose of our business.

Joel invited some delegates on stage, including a lady who had us in stitches. By the end of 5 minutes we had no idea what she did, our minds had run riot and made up all sorts of things and all we knew is she called herself an Ecstatic Dancer! We have been left on tenterhooks to find out tomorrow….I will let you know. After using this as an example and helping everyone hear where they were ‘abstract’, Joel helped us to identify precisely how our message should be phrased to appeal to our potential clients.

Language of impact

He makes the valid point that attention spans are decreasing and we have to work with it. This need for a clear but brief message is becoming known as the “Language of Impact”.

By using the above information we should be able to hit the nail on the head and drive it home when needed for anything from an elevator pitch upwards.

Looking for examples.

What examples have you had or know of, where someone has rambled or used technical language to state what they or their company do? Let me know in the comments below, or even better, you can ask me on Twitter at @Ask_Ken