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Joel will be blogging about the elevator pitch approach to naming. This site did not go through the domain naming and voting, but we still need an elevator pitch. So this is to get you started:

We need a killer "elevator pitch!"

The Elevator Pitch

This isn't as easy as it sounds. Imagine the user who will never read your FAQ and you have two seconds to grab their attention. It should be catchy but descriptive. It should be thoroughly clear but painfully concise. Make every... word... count.

Here are some creative examples:

  • Gawker: Daily Manhattan media news and gossip. Reporting live from the center of the universe.
  • Gizmodo: The gadget guide. So much in love with shiny new toys, it’s unnatural.
  • Autoblog: We obsessively cover the auto industry.
  • DumbLittleMan: So what do we do here? Well, it’s simple. 15 to 20 times per week we provide tips that will save you money, increase your productivity, or simply keep you sane.
  • Needcoffee.com: We are the Internet equivalent of a triple espresso with whipped cream. Mmmm…whipped cream.

Use it as a Tagline

A shorter elevator pitch can be used as a tagline — something you can display in the header at the top of the page. If it doesn't fit, consider shortening it or creating a separate tagline. Here are some great examples:

The Motto (don't forget your logo)

A logo begs for its own little, short tagline — like a motto. Maybe the tagline inspires the logo; Maybe it's the other way around. Mottos make good t-shirt, bumper stickers, and other marketing material. Either way, you'll recognize a good motto when you see it:

  • Just do it.
  • Think Different.
  • The Uncola.
  • Intel inside.
  • Like a rock.
  • The king of beers.

…and perhaps all this leads to a proper name and domain for your site… eventually. So let's start from the basics. Come up with a killer elevator pitch, tagline, and/or motto!

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I think this question might be a little "intimidating". I know I tend to get overwhelmed when I see too much text and too many questions in one question. Maybe this should be split up into three separate questions? Especially since each one of these requires a lot of thought. – Zuly Gonzalez♦ Oct 23 '10 at 21:28
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@Zuly Gonzalez: I considered making it three questions but I'm not really looking for "three answers," per se. The goal is to identify a "brand" the site with an elevator pitch and/or a tag line. The 1, 2, or 3 answers can work together. It really is one exercise. – Robert Cartaino♦ Oct 24 '10 at 19:56
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Also intimidating when one sees the Mottos thrown up there. I also disagree with the "recognize a good one" line - the only one I think that is recognizably good is the Nike one - the second one is grammatically incorrect, and the others are really nothing special - they are just noteworthy for the amount of money spent for us to recognize them. – TimJ♦ Nov 3 '10 at 2:48
@All: The idea is to inspire you, not to infer that some how the material referenced above was some how magically selected by marketing gods. We have to start somewhere, and presenting the suggestions together is the correct way in my opinion to start out; meaning this effort is all about messaging, and number one rule in messaging constancy; which is to say it's easier to present a theme as a package, then to pick and choose and then attempt to align the picks. – blunders Mar 30 '12 at 1:37

5 Answers

up vote 0 down vote

So here is my go at it. Thanks.

Name:
Business Startup

Elevator
Get and provide experienced insight on forming a business from reputable scored sources.

Tagline
Build business from 2.0 experience.

Motto
Ask, answer and know.

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(My Opinion...) Name: Startup are more than just businesses, and 'Startup' should be 'Startups'. Elevator/Tagline: Reads as 'business speak' from a faceless corporation, needs to be humanized. Motto: Should express a lifestyle that inspires you. – blunders Mar 30 '12 at 2:08
up vote 0 down vote

Name:

Haven't figured out yet

Elevator:

Insight into startup issues by people who've been there.

Tag Line:

Startup insight of expert masses.

Motto:

Tap the collective wisdom.

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(My Opinion...) Name: For ideas, see the list of sites. Elevator/Tagline: 'Insight' feels weak to me, and lacks the boldness/freshness I relate to startups; 'Insight into startup issues' reads to me as if the reason to first visit the site is to read about other people problems, when the reason people visit the first time is because they have a problem. Tagline: 'Tag Line' should be tagline; 'insight' (see Elevator); 'masses' does not express high-quality, which is what people care about. Motto: Should express a lifestyle that inspires you. – blunders Mar 30 '12 at 2:21
@blunders Given when this question was posted it may not even be relevant any more. – Karlson Mar 30 '12 at 15:08
Agree, noticed timestamps that after the fact... :-) – blunders Mar 30 '12 at 15:22
up vote 0 down vote

Please leave "business" out of any core phrases, since I personally find its use limiting to the use and scope of the understanding of what it might mean to be a startup.

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up vote 0 down vote
  • Name: Startups
  • Elevator: Real community, high-quality advice, all for free.
  • Tagline: "Living the startup life."
  • Motto: "Go big, be it."
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up vote 0 down vote

Name: Entrepreneuring

Elevator: Learn from someone else's mistakes for a change

Tagline: Startup growth e-hormone

Motto: You want to start something?

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