The elevator statement
Why do people improve their English at The Linguist?
Marketing experts say that if you want to sell a concept or service you need to have a short message that summarizes the benefits that you offer. This message should be so short that you could persuade someone during a short elevator ride. This is known as the "elevator statement".
So what is the elevator statement for The Linguist?
In my view our elevator statement would go something like this.
"Our members improve their English because The Linguist helps them to enjoy learning English. Since they enjoy learning English they put in enough time to improve. The system is flexible, inexpensive and efficient and therefore they get positive results that keep them going."
I would be interested to hear suggestions from others for an elevator statement for The Linguist.
Comments
Hi Steve,
Here's a suggestion. I wasn't sure if this is only for people who are learning to speak English, or for those who are simply improving their language skills, so the slant should change according to the situation. How about something that really brings out how important the English language is? Something like this, perhaps...
"English is a vehicle you use to transmit your thoughts, ideas, and feelings. Your power to communicate affects virtually every aspect of your life. Our members use the Linguist to improve their English--harnessing the power and art of the language. Learning any language requires commitment; the Linguist provides a flexible, inexpensive, and efficient system to make learning enjoyable. Get the positive results immediately that will motivate you to continue improving your skills and communicate fluently."
Hope the suggestion is useful. I do copywriting, so it was a fun little exercise on my lunch hour. :) In general, I like marketing copy to sound as personal as possible, so it sounds like it's directed at the person who's reading/hearing it. And, in the words of Joseph Sugarman, a great copywriter, the foremost purpose of the first sentence is just to get read. (So it has to be something that is exciting, or piques curiosity, or somehow resonates with the listener/reader).
It could mean, Why do people improve their English when they use The Linguist system? In other words, why does The Linguist work so effectively?
Or it could mean, Why do people choose The Linguist to improve their English? As if their English would improve with any method but some prefer The Linguist.