In learning about clarity and the ability to express exactly what I do, I was told to develop an elevator speech. This is an explanation of what I do that can take place in the time we spend going up (or down) in an elevator, 30 seconds or less. The best example I ever heard was the description of an iPod when they first came out. It was – 1000 songs in your pocket.
Exact, precise, concise, perfect description of what an iPod was and could do.
I don’t know how many of you can describe your business or product in 5 words or less, but work on it. I am sure that Apple took some time coming up with their 1000 songs line. Refine and refine and refine and be sure to use words that your audience can understand. Apple did that wonderfully.