Comments on: They Did It, Did You?

By: Henry

Henry — Sat, 17 Oct 2009 12:57:53 +0000

Nice post!
i love it.
An elevator pitch is not a mini-business plan,as far as i am concerned.
Thanks for the sharing!

By: Mark McCormack

Mark McCormack — Tue, 07 Jul 2009 11:08:35 +0000

I had the same concerns as Kurt. My solution was to test responses to unique campaign variables against a UVP. Maybe summarising a sales hook would be simpler than summarising a value proposition in 140 characters, but you could get the same ultimate response levels.

By: John : Site Doublers

John : Site Doublers — Fri, 03 Jul 2009 04:16:41 +0000

I’m with Kurt on this one – when I saw their pitch I instantly thought of BS-Bingo.

One worthwhile check is the opposite test. Would anyone ever say the opposite of your spiel ? If not then what you are saying is empty.

By: Kurt Haug

Kurt Haug — Thu, 02 Jul 2009 22:30:00 +0000

One word of caution on the TwitterVP exercise, at least in my opinion.

I TOTALLY agree with the objective of simplifying your elevator pitch to fit a “Twitterpated” world. In the process, there is the danger though of eliminating all but the most bland and platitudinous of generalities.

I would suggest that Monetate’s TwitterVP, while concise, is not very helpful when packed with empty buzzwords like, “empower,” “segment,” “target,” “traffic,” “personalize,” “experience,” “conversion,” etc.

Cross-out/Write-in: If that was your COMPETITOR’s TwitterVP, could a prospect/customer even tell the difference? Ask yourself: “Who ELSE can say that?”

If it’s not unique and definitive, it’s not useful. An elevator pitch is not a mini-business plan, it’s an abbreviated chance to differentiate and compel the other party to want to know more.

Combine the fine art of copywriting w/ the TwitterVP exercise, and you’ve REALLY got something compelling!

Using text from their own site:

“Monetate gets inside site visitors “heads” right NOW, EVERY visit. Segment->Target->Personalize->SELL XX% MORE NOW. With no I.T.”

10 characters to spare. Could probably even be retweeted.

BOTH Twitter/Facebook-oriented exercises Bryan suggested– as well as others I’m sure they have in their backpockets, are fabulous, but let’s not lose POWERFUL communication in a one-dimensional quest for SIMPLE communication.

By: Web Media Daily – Thurs. July 2, 2009 | Reinventing Yourself...

Web Media Daily – Thurs. July 2, 2009 | Reinventing Yourself... — Thu, 02 Jul 2009 22:18:09 +0000

[...] They Did It, Did You? …Conversion Rate Marketing [...]

By: John Quarto-vonTivadar

John Quarto-vonTivadar — Thu, 02 Jul 2009 21:49:50 +0000

This is fairly straight forward — the point to keep in mind is that even though you have your header in an included file, when the page is requested all that is mashed together and gets served to your browser as if it were one static-y file. So the script that calls Website Optimizer doesn’t know it came from a “regular” file or an included file.

I like to think of it as: did you ever know someone who mashes his peas into his mashed potatoes to mix them all up, and then inevitably someone at the table says “oh that’s gross” and then the fellow says “well it’s all gonna end up that way mixed together in my stomach”. And he’s right. the are page files and header files and includes and peas and carrots when they are on your plate (the server) but by the time you’re done eating it, it’s all mashed together in your stomach.

Hmm, time for dinner.

By: Audio Bible

Audio Bible — Thu, 02 Jul 2009 16:45:20 +0000

I have 5 UVPs I am ready to test in GA. Only issue is my header file is in one include file, so I am NOT sure how to test the UVP in the header file that is on every category, item page and home page.

Any suggestions?