Sunday, February 01, 2009

Short Elevator Rides

A common metaphor, or cliché, is the “elevator pitch.” It seems to mean a compelling story in 30 to 60 seconds, which conveys the essence of your product, service, mission, or goal.

The classic 30 second commercial or one page magazine ad ought to be an elevator pitch. They are forced to be brief, but often fail to engage or communicate. They commonly try to cover too many points, lack focus, and contain much that is inessential or irrelevant. Even worse, they will do all of this without ever getting to the point.

I was thus intrigued, when I chanced upon a short video by artist Matt Shlian. YouTube lists this video as 9 seconds, but we could edit out the static trailing space and it would be 7 or 8 seconds. There is no text, no color, and no audio. The I comes away knowing something of Shilan’s talents and wanting to see more. Fortunately he has other short videos on YouTube. Search on Matt Shilan if interested.

What can you get across in 8 seconds?

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