You meet someone at an event.
You exchange introductions and pleasantries.
Question:  “Will what you say be memorable . . . to another person?”
If not, it may be hard for you to ‘stand out’ from the crowd of all the other people who are present at the event.

Solution:  Craft a Core Message that embodies the essence of your value proposition.  Often, it may be the best way for what you’re doing to ‘stand out’ in the Mind of someone you meet.

Examples:
Ben Franklin Plumbing: “If there’s any delay, it’s YOU we will pay”
Duct Tape Marketing: “Simple, effective and affordable small business marketing”
Pete’s Septic Service:  “When you can’t go, we’ll come!”
Johnson’s Plumbing:  “You call.  We come.  You flush”
Wolfe Design: “More great ideas per square inch than anyone else!”

A ‘core message’ is the distilled essence of the uniqueness and value your business offers. Smaller messages are easier to say.  They’re easier to remember, too. Sometimes, that’s all it takes to get called the next time someone needs the value you offer.

KEY POINT:
Craft a ‘Core Message’ as well as your ‘Elevator Pitch’