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If you’re in business, you need to pitch that business. Essentially, pitching is aiming at
a particular section of a market. You might pitch your new product at retirees with a
certain income level, for example.

The term pitching is also used in the sense of making a pitch: making a bid to get a
contract or other business. You should always be ready to verbally pitch your business.
After all, you never know where your next order is coming from. The person standing
next to you in the queue at the coffee shop may have a need for what you can provide.

Verbal pitches are sometimes called “elevator speeches”— you describe what your
business does in the time it takes to ride an elevator. The idea is that you don’t just
make a bland statement about what you do, you put some zip into it. You create a
sound bite that encapsulates your business in a couple of sentences.

Create a verbal pitch for your business. Even if you never pitch anyone in person, you
can use your pitch in your advertising.

Here’s an example of a verbal pitch. Let’s say you’re a graphical designer. When
someone asks you what you do, you could say: “I tell your business’s story with vivid
images to make your customers laugh, cry and buy.”

Pitches are like taglines (mottoes, or slogans). If you create a one-sentence verbal
pitch you like, use it everywhere: on your stationery, on your Web site, in your
advertising —- and of course, use it to sell your business to people you’ve just met.

Author of many books, including Making the Internet Work for Your Business,
copywriter and journalist Angela Booth also writes copy for businesses large and
small, and consults on search engine marketing. Angela has written copy for
companies in many industries, ranging from technology and real estate to the
jewellery trade. Her clients include major corporations like hp (Hewlett Packard),
WestPac Bank, and Acer Computer. For copywriting services and marketing
advice contact Angela at angelabooth.com

This entry was posted on Saturday, January 5th, 2008 at 9:17 am and is filed under Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.