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The Highly Effective Marketing Plan (HEMP): A proven, practical, planning process for companies of all sizes by Peter Knight

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Chapter 7. What’s the Story?

I know that you, like me, have experienced that really uncomfortable feeling when someone is still talking, without pausing, and you’re none the wiser, in response to your question, “So what is it you do?”

We’ve all experienced this situation and have fought that glazing-over feeling indicating just how uninteresting we’re finding this person and their business. And yet, they probably do have something to offer, as of course you do too. Why is it then that so many people can’t express themselves clearly, particularly given that we’re all asked this question regularly, if not several times a day?

You may have heard the elevator speech story before but it’s worth retelling it to reinforce this point. Many years ago, in ...

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