What Do You Believe? Why? A Marketing Proposition

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What do you do for a living? What sort of business do you run?

That’s a classic business question, and those who understand marketing and PR, and have been in business during the last decade, might respond to the questions with their “elevator pitch.”

If you’re not familiar with that term “elevator pitch”, you should be. An elevator pitch is a 10-20 second (yes, second!) overview of your business, so-named because you should be able to deliver it to a fellow passenger in the time it takes you to share an elevator ride to the top floor of a not-very-tall building.

I’m the founder and CEO of Jane’s Advocacy Services in Terre Haute. We provide health care support and navigation services for older patients who need someone to hold their hands. Unlike hospital patient advocates or social workers, we can be there 24/7, at home or in the hospital. We provide peace of mind to our clients and their concerned adult children.

Thing is – elevator pitches are just so 2008! They may still have their place but they have mostly been replaced…

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Shark Tank, Narrative, Your Audiences – and Success

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I’m a huge fan of TV’s Shark Tank. Not an episode goes by when I don’t learn something about business, investment, marketing or some other tidbit I can use in my work. My favorite “shark” is Barbara Corcoran because I find she bases her investment decisions on smart money-making plus appropriately enthusiastic entrepreneurs who share their stories of passion and work ethic.

This season there is a new shark in the tank, Troy Carter, who prior to this was totally unknown to me. Seems he used to be Lady Gaga’s manager, and is known for media production. He’s certainly on my radar now, big time. Barbara – watch out!  Troy may be giving you a run for your money into my “favorite” position!

Why such a quick pivot?  For the simple reason that one of Troy’s interests in an entrepreneur is “narrative.”  In the episode I watched, two entrepreneurs were seeking a quarter of a million dollars for selling SOCKS (of all things). All the other sharks wanted to know about data and statistics – how many have you sold, how much does it cost to make them, etc etc. But Troy asked them, “What’s your narrative?”

Yes – narrative is important enough even to sell SOCKS!  Yet – it’s barely mentioned in other business circles, at least not using that terminology, and not so intentionally.

But I believe that for us as patient advocates, narrative is one of our MOST IMPORTANT MARKETING TOOLS. So let’s look at it more closely – what, why, when and how.

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