What’s Your ‘118?’

That’s where I came up with 118. It’s the 118 seconds you actually have to pitch: 8 compelling seconds to hook me and up to 110 seconds to drive it home — less than two minutes with only seconds to spare.

The first 8 seconds is the length of time the average human can concentrate on something and not lose some focus. It is also the length of time of one of the toughest rides in the world—a qualified ride in professional bull riding. You must hold on as one of the meanest, toughest animals in the world tries to throw you off...just like any good prospect will.

Need help? My friends Andy and Julie Plata from OutputLinks, Inc., gave me some printing pitch examples: The Best: "We make print clickable." The Worst: "We do anything and everything a company needs us to do as cheaply as possible.”

And if you master those 8 seconds, I’ll give you 110 more to drive your message home with no bull. But please: No 30-page PowerPoints. If Moses could present the commandments in two slides, five bullet points each, so can you.

I speak at hundreds of places worldwide every year, and I am constantly amazed by the inability of entrepreneurs, business owners, their managers, or their sales and marketing representatives to deliver a great, relevant 118. It is an essential piece in building your brand.

And...

This is usually where people start to nod their heads and say, “I know.” But I am not looking for an “Amen.” I’m looking for action. This is proof of life, people, and no time to nod in agreement or say, “I know I should do that.” So, stop what you are doing right now and write down your 118. Keep fogging that mirror!