I don’t have an Elevator Pitch. Those are so 20th Century. It’s more fun to wave my arms expansively, mutter some technical terms and then blurt, “BAM! Out comes this neat document.”
Seriously, though, I try not to pin myself down when I am offline. Just because the Web requires hyper-vertical niches doesn’t mean that a description of my work has to fit in a tweet-size box. In fact, marketing experts tell us that we will have a chance to explain all of the other things we do once the prospect has gotten more comfortable with us.
But, what if somebody stumbles upon my testimonial page and sees something like this?
Excellent work ! Great communication ! Very pleased! Recommend to everybody !
I appreciate this client’s enthusiastic support and I don’t wish to imply that this testimonial is not as near and dear to my heart as any other hard-won praise. However, I don’t want the new visitor to do an eye-roll and bounce away. So, I link the testimonial to a page like this to draw the visitor in.
Roman had hundreds of automobile descriptions pasted from websites. He needed a way to automatically extract specific keywords from each description. Aliases had to use the same keyword and the output had to be in a single Word document. He required the ability to add and delete keywords whenever he wanted.
I built a VBA macro that included a tiny, dynamic keyword database from Roman’s supplied keyword file. This database is created each time the macro runs, so he can make changes and apply them immediately. All he had to change for me was to add a marker at the end of each description (we agreed on ###.)
I’ll let the collage tell the rest of the story.