"Please God, do not let me go the police."

It was race day at Floyd Elementary School and I visited the kind of garden infants for my daughter to explain what I do for a living. It was my moment, Dick Van Dyke.

For those of you who are relatively young or have not seen the repetitions of the "Dick Van Dyke Show," is an episode in which Rob Petrie (played Van Dyke) class visits to your child to talk about his writing TV comedy. Son Petrie and class are less enthusiastic.

How was it for me?

Fortunately, the staff did not follow. He spent nearly wives and a flashlight. I spent about Board roster. Lame, I know. But what is a copywriter do?

Trying to say what I do kindergarten in minutes reminded me of the importance of a statement of "lift".

An elevator is a clear and concise statement, company organization, product or service. The idea is that if someone in an elevator asked what is your business, you can provide a memorable response in the time it takes to travel a few floors.

Although some people think that is an area I think it is a short presentation, or even a single line. A public relations firm called "the shortest possible explanation of what the company did."

A statement from the elevator is not a slogan or a motto. Nor is the position, vision or mission statement. You can repeat, but it must sound conversational.

Here are two examples of a simple statement of the elevator.

"I provide services and businesses in creative copywriting and advertising agencies."

"Acme whole world manufactures widgets heavy construction machinery industry. "

If after telling your potential customers want to return and take over, make sure they get their cards before they leave your life.

He gives his business card as well. But without them we can follow.

Copyright (c) 2007 Neil Sagebiel

Neil Sagebiel is a former senior copywriter for a Seattle B2B ad agency who authors a copywriting blog called HEADLINES FROM FLOYD

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