Taglines can hinder more than help us when we’re doing our elevator pitch. Here was a classic example of how Julie’s use of her school tagline blurred the specifics of what problem they solved and how. Through my deep questioning of the biggest problem a private school solves, Julie was able to tie it into recent political developments that hurt more children. Children her school could directly help. Then, again through my questioning, Julie was able to come up with the exact differentiator that her school offered in comparison to all the other private schools who claimed to offer the same thing. Always try to own a proprietary differentiator. Brand it, create it, name it. Then use it in your elevator pitch and all your marketing because it will definitely give you credibility in owning it.

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