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The Umbrella Test

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“Umbrellas here! It’s raining.”

That was the sales pitch I heard today as I exited the subway out onto a dreary New York street. There he sat, a goods hawker perched on a crate with a box of umbrellas. “Umbrellas here! It’s raining.” That’s all he needed to say and that’s all we needed to here. It was a powerful message because of, not in spite of, it’s simplicity. “You have a problem/need and I have the solution designed specifically for your situation.”

Take a look at your messaging and ask yourself if it holds up to the Umbrella test. If the key problem-solution message is lost within a bunch of other “stuff”, it may be time to trim the fat.


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Growth obsessed startup co-founder (MusicBox) and strategist-for-hire.

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