Build a message map. Visual display of your idea on one page.
- Step 1. Create a Twitter-friendly headline. Explain your product or idea in 140 characters or less.
- Step 2. Support the headline with three key benefits.
- Step 3. Reinforce the three benefits with stories, statistics, and examples.
You can now create a 15-second pitch.
Example 1.
Example 2.
Twitter-friendly headline: Lush makes handmade soaps and cosmetics.
3 supporting messages:
- Fresh
- Environmentally friendly
- Support ethical campaigns
Supporting points:
- Under Fresh, all the products made from natural ingredients and they are handmade daily and shipped the next day.
- Under Environmentally Friendly, products are made from ingredients not tested on animals, they are mostly unpackaged, and contain little or no preservatives.
- Under Ethical Campaigns, environmental causes championed by the brand.
The 15-second pitch would sound like this:
Welcome to Lush. We make handmade soaps and cosmetics. Everything in the store is fresh, environmentally friendly, and part of our profits support ethical campaigns.
