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For me, the pitch is designed when I know the audience.

In ET's case, we are only slightly nearer a decision on that ;-)


You can't be me, I'm taken

by Sven Triloqvist on Fri Feb 27th, 2009 at 12:03:11 PM EST
[ Parent ]
You could design multiple pitches for multiple possible audiences...

Most economists teach a theoretical framework that has been shown to be fundamentally useless. -- James K. Galbraith
by Carrie (migeru at eurotrib dot com) on Fri Feb 27th, 2009 at 12:05:08 PM EST
[ Parent ]
It doesn't work in music ;-)

You can't be me, I'm taken
by Sven Triloqvist on Fri Feb 27th, 2009 at 01:36:01 PM EST
[ Parent ]
Perhaps, but not usually. Focus on one or two things that hit the message of who you are after is most usually the most successful. Watering that down loses everyone.

I remember a great lesson for me when I used to keep a radio going in the workplace. I had noticed an ad for the joke they had in it, but it took more than a few times before I realized that it was promoting something that I was actively searching for. Which is a whole different point on a major "everyone knows" in the business, that you have to keep repeating the message before anyone listens, before you get a result...that running with an a message once or twice is a waste of time.

The playout of this is that people who say they don't do marketing well are often people who think they have tried but who don't try often enough and get discourage when really they just need to find the things that allow a penetration of the message and keep working it.

Never underestimate their intelligence, always underestimate their knowledge.

Frank Delaney ~ Ireland

by siegestate (siegestate or beyondwarispeace.com) on Fri Feb 27th, 2009 at 01:53:55 PM EST
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