Jacksonville 904 April/May/June 2017 : Page 27

all the things they like and want to use them all. For clear messaging, “Less is definitely more,” laughs Cardenas. Branded environments offer the benefits of inspiration and focus. Customers are informed while employees are kept on the same track. Everyone becomes immersed in the brand’s experience. The return on investment also in-cludes attraction of key talent and employee retention. Bryant wraps up with this key recommenda-tion: Put a station where customers can immedi-ately submit a review. Testimonials are not always easy to get once the customer has left the transaction, yet reviews are essential to business success today. PEOPLE WILL TALK © 2017 United Feature Syndicate, Inc. BY JAMES BARRICK Turn to page 6 for this month’s answers C R O S S W O R D Missing the Point Q BY MARY HAMEL Don’t ruin your sales pitch by saying too much Burying the lead, circling the bull’s-eye, beating around the bush—far too many busi-ness executives are guilty of this when it comes to selling themselves and their company. We live in a world where instead of spending time debating the answer to a question amongst friends, it can be Googled in less than ten sec-onds. That instant satisfaction should translate in the business world, because potential clients will lose interest. If it takes you ten minutes to explain what your company does, you’re doing it wrong. “I think coming up with an elevator pitch— being able to sum up who they are and what they do in about 30 seconds—is one of the biggest challenges for business owners and entrepreneurs,” says public relations specialist Liz Morgan. She explains one of the reasons it’s so difficult is because business owners eat, sleep and breathe their company or product. They’re too close to it to succinctly summarize it for someone unfamiliar. Figure out how to define what you do for a living in 30 seconds or less in an organic way. “The elevator pitch should be two or three sen-tences at the most and be as uncomplicated as possible,” says Morgan. Remove the indus-try jargon and condense your pitch down to what the customer needs to know. One impor-tant tip: practice at home. A successful busi-ness owner or executive will be able to pitch a company, product or service anywhere from cocktail hour to a statewide conference. z 1. Early days 6. Salute 10. Peach pit 15. Start for plasm 19. Rope with a noose 20. — Spumante 21. Fire 22. Common marsh bird 23. Start of a quip by Joan Rivers: 4 wds. 27. — Palmas 28. Meddlesome 29. Magical helpers 30. Uh-oh! 31. Goose 32. Apostles’ — 33. Dinner item ACROSS 34. — of sanctity 36. Littleneck 37. Period in Earth’s history 41. Pump or clog 42. Part 2 of quip: 3 wds. 46. — -la-la 47. Blue and blue-sky 48. — — la Plata 49. Cooper or Kramden 50. Harte or Michaels 51. Eagle 52. Just a little 53. Heap 54. Like some garments: Hyph. 55. Bulb differentiators 57. Fishnet 58. Carpentry tool 25. Oily resin 26. Sandbank 31. Certain votes 32. Bonnie’s partner in crime 33. Cramp 34. Katie Scarlett — 35. Oppressed 36. Blocks 37. Once and once more 38. In a rigorous way 39. Peace goddess 40. — -cornered 41. Raft 42. Old Greek theologian 43. Code word number 44. Early prayers 45. Antelope 50. Insipid 52. Spud 59. Judge 60. Use up 61. Tine 62. Uttered aloud 64. Criticizes 65. Tack room items 68. Birch member 69. Disfigures 70. Make plans for 71. Wedding notice word 72. Youths 73. Friars Club event 74. Mountain ridge 75. Brit. money 76. Native of: Suffix 77. Part 3 of quip: 3 wds. 79. Inventor’s name 80. Implied 1. Roberts the evangelist 2. Ship of 1492 3. Repeats 4. WWII abbr. 5. Hide worker 6. Anchor-rope hole 7. Pale 8. Japanese statesman 9. Manumit 10. Something soothing 11. — -and-true 12. Poems 13. Cal. abbr. 14. Formerly, of old 15. Prohibits 16. Kind of salmon 17. Springe 18. Feedbag filler 24. Quite some time DOWN 53. Looks 54. Without equal 56. Draws in 57. Old Greek city-state 58. School book 60. Virgule 61. Full-page illustration 62. Frankish 63. Teacher of Aristotle 64. Burn 65. Alla — 66. Female ruff 67. Antitoxins 69. Items for cordwainers 70. Agonizes 73. Yielded 74. Asia Minor 75. For the — of argument 77. Japanese gateway 78. Fastens 82. “10 Things I — About You” 83. Scottish isle 84. Extinct ox 85. Sates 87. — de foie gras 89. Matter 92. A Muse 93. Effervescent drink 94. Quid — quo 97. End of the quip: 6 wds. 101. Bric-a-— 102. Flee to wed 103. Dies — 104. Laconic 105. Money for the pot 106. Greasy spoon 107. ABA mem. 108. Trident 81. Subtle difference 83. Gets going 85. Search in the dark 86. Stratum 87. Hokey-— 88. Fruity drink 89. Coptic bishop 90. Common houseplant 91. Exploit 92. Black 93. Get lost! 94. Opening 95. Sub — 96. Old Hebrew measure 98. — Pasha 99. Scrap 100. One curl or press S P R I N G 2 01 7 — 27

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