TWIST Your Elevator Pitch to Stand Out

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I finally established my full-time career coaching practice but my “elevator pitch” was far from stellar. There were dozens of other coaches saturating the landscape: life coaches, career coaches, purpose coaches, coaches for coaches… so how would I stand out? It was time to hone my elevator pitch, add a TWIST that would distinguish me from other coaches and be more compelling. When faced with skepticism or confused stares, how could I succinctly explain to people what I did for a living, and powerfully demonstrate my value in a less-than-two minute pitch?

And then, I happened to notice a TV commercial for a local gym. Actually, it hit me like a ton of bricks (or maybe a dumbbell): I’m like a fitness trainer, but for your job search and career development. What would it look like if I TWISTED my career coaching business with a gym instructor?

  • A fitness trainer guides you but you do the heavy lifting. I provide the guidance and outline the career roadmap, but my clients have to take the action themselves to achieve their professional goals.
  • A fitness trainer helps you to be fitter and more attractive. I help my clients polish their professional skills and appear more attractive to current bosses and prospective employers alike.
  • A fitness trainer boosts your confidence. I empower my clients to impress their colleagues at the next big meeting, or crush that important company-wide presentation, or ace their next job interview.
  • A fitness trainer helps you increase your speed and agility. I help my clients achieve their professional goals more efficiently, with less time spent on excuses and more time spent on action; I provide critical support and guidance to accelerate career progress and overcome past hurdles.
  • A fitness trainer is a waste of money if you’re not ready to hustle. I only work with clients who want to improve on their weaknesses and are willing to put in the work on a regular basis. Whether they want to level-up in their current company or switch careers entirely, the path to success often requires weeks or months of effort. It doesn’t happen overnight.

So, much like a fitness instructor, I provide a strategic mix of support and heavy-duty accountability, with a kick in the rear when it’s needed most. Now my elevator pitch has the TWIST to help my business get remembered, “Take a gym instructor and TWIST it with business goals and you have a career coach.”

About the author:

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David Wiacek is a NY-based, globally-minded career coach and copywriter. He helps squash his clients’ fears and brings back wonder into their professional lives. He also crafts catchy copy for businesses—both in print and online. Check out his work at davidthefixer.com

 

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

How to Twist Outside the Box This Father’s Day

Everyone understands the annual struggle of finding the perfect gift for dad on Father’s day. No matter what kind of person your dad is, finding a gift that’s thoughtful and that he might actually use is always tricky. It’s easy to find yourself slipping into the traditional last minute habit of buying him yet another tie, but this year, try stepping up your Father’s Day gift game by taking a generic gift idea and adding a TWIST that is sure to secure your spot as the favorite child.

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For the runner: 2015-2016 has certainly been the year for workout technology. New gadgets promising a better workout have flooded the market, but what makes one fancy pedometer better than another? A good twist to give your father is the Garmin Forerunner 620 GPS Running Watch. The twist for this watch is that it, unlike some of the big name fitness monitors, is built specifically for runners and not only records your progress every run, but gives you advice on what more you are capable of doing in the future to help you continue to improve.

 

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For the handy-man: A crafty guy who loves DIY projects needs way more than just your basic hammer and nails to really be able to build something special. But a complete tool box can be very expensive. A great twist on this classic gift for a do-it-yourself dad would be the Dremel Oscillating Tool Kit. This single tool has over 30 different functions your father can try out on his next project without taking up too much space.

 

father foodie

For the foodie: Instead of getting your food-loving dad some more pots and pans, spend a Saturday with him at the Smorgasburg Food Festival in Brooklyn! The vendors at this outdoor festival specialize in twisting classic foods into new, unique creations such as the ramen burger (which features ramen noodles as the buns for a classic burger) or a hotdog from Asia dog (a hot dog with asian inspired toppings such as Japanese curry or asian sesame slaw.) All of these vendors twisting their food will be sure to wow and inspire your father, plus he will get to spend the day with you!

 

Screen Shot 2016-06-06 at 3.40.42 PMFor the outdoorsman: For activities like camping, conserving space and versatility are key functions when deciding what to bring on the trail. Rather than just getting your dad some more fishing line, try the Alex water bottle. The twist for this bottle is that it, literally, twists open and turns into a bowl that you can eat out. The bottle opening also helps make cleaning it easy. This gift is something your father can bring along and use anywhere without weighing down his backpack.

 

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For the entrepreneur: If your father has his own business, help give his brand a boost this father’s day by giving him TWIST: How Fresh Perspectives Build Breakthrough Brands, The book is sure to help your dad learn the in’s and out’s of twisting himself and gain tools to make his personal brand even better. He’ll learn how to take off his “brand blinders” and look outside his category to make his business stand out and thrive in this competitive market, which will certainly help make this father’s day memorable for him.

 

About the Author:

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Kate Gouran is working as an intern at BrandTwist for this month. She is a high school senior from Hastings-on-Hudson and will be graduating from Hastings high school in June. She is very excited to be attending Tulane University in the fall and she plans on double majoring in marketing and musical theater.

 

 

Interested in guest blogging for BrandTwist? Contact jamie@herculiz.com.

An Airport TWIST Makes Wait Time More Fun

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Today’s traveler spends increasingly longer time waiting at airports. To address this, many airports offer more conveniences than ever before from health clinics, beauty salons and gyms, to designer brands, fine dining and entertainment – but every airport is different and most travelers are not aware of what’s available. Flyinstyle app solves this problem with a TWIST. It’s an interactive consumer app that connects you to all the concessions and goodies an airport has to offer- plus bonuses and discounts.

Says Flyinstyle Founder & CEO Amanda Anthony, “Our aim is to improve the airport experience, enhance communication between consumers and airports/airlines/brands/concessionaires…” *

Anthony saw that there were few options available to let travelers know about brands, products and retailers at airports. Thinking, “We could use an app for that” * she set out to create Flyinstyle, a personal shopper/travel airport guide available right on your mobile device. It allows retailers to directly connect and engage with travelers, offers special deals and discounts, has a blog giving travel tips and news, and users can share their first-hand airport stories.


Flyinstyle app is a TWIST that makes it easier for airport businesses to reach consumers and for consumers to get more enjoyment from airport travel. What TWIST would make it easier for your customer to enjoy your product or service. Is there a missing piece preventing you from getting the word out to your customer?

 

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

* The Moodie Interview

Toys With A Life Saving Twist

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Organ donation can be an uncomfortable topic and for some countries, like Japan, it is a particularly sensitive area and rarely discussed. This gap in awareness means that many do not receive life-saving donations – and children, in particular suffer from a shortage of donors more than most of the population. Second Life Toys is an organization in Japan that’s using a clever and endearing TWIST to raise awareness about organ donation for children.

They take donations of loved but no longer needed, injured, used plush toys and perform “transplants”, making them whole again. This campaign not only raises awareness in general, but also helps children gain a better understanding about transplants in a way that they can instantly relate to, with the comfort of new-found toy friend.

When you become a “donor” and donate your own unwanted stuffed toys you’ll receive a letter of thanks from the “recipient” telling you how your donation has helped them.

Second Life Toys took a painful, taboo topic and TWISTED with a beautifully simple idea – re-furbish donated toys to explain and promote organ donation – to make a big impact and lessen the information gap.

Is there an information gap preventing your customer from understanding what your business or non profit has to offer? What beautifully simple item could you TWIST with that would make your customer feel more at ease?

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

New Twists on Playing With Your Pets

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There are many times when we have to leave our beloved pets home alone, bored and often anxious. We love our pets and want to take good care of them but day care boarding, pet walkers and sitters require advanced vetting, scheduling and are costly. What loving pet owners need is a TWIST that’s convenient and affordable to help monitor, interact with and entertain their pets while away from home. Welcome Petcube and PlayDate, two new pet care innovations that twist high-tech and mobile know-how into fun pet sitting solutions.

Petcube gives you the ability to monitor and interact with your pet from your mobile device using streaming video, a two-way audio stream and speaker, motion and sound detection, and a laser for added game-time fun. It also serves as a room monitor, providing an extra dose of home security. Even if you don’t own a pet, but are a pet lover – you can join the Petcube community. When you download the app you can interact and play with other’s pets or shelter pets.

With PlayDate you can actually play fetch with your pet by operating a rolling smart ball that you control from your mobile device. You can watch, record video and capture pictures of your pet interacting with the ball. There’s a microphone and speaker so you can hear one another, and a squeaker for added fun. Everything your dog or cat needs to be entertained and for you to feel reassured.

Pletcube’s and PlayDate’s developers took an old problem and looked at it from a new angle – They TWISTED high tech with warm and fuzzy to create solutions that every pet owner can use. How could you twist with a bit of readily available technology to solve a problem your customer’s facing?

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.