PO Box 920559
Needham, MA 02492



Speaking their Language

I considered texting him.

But how can I give this message in just a few words?

I could have called.

But we’ve never spoken on the phone.

And writing a letter — well, it’s not the 1940’s.

I needed to get a message to my snow plow guy.

He’s been plowing my driveway for longer than I’ve owned the house.

And last summer I resurfaced and changed the shape of my driveway.

So I could only imagine the mess if, in the middle of the night, in the dark, with snow everywhere, he plowed to the old pattern.


And it gets me thinking about your Elevator Pitch.

Because — how do you concisely communicate what you do?

An important first step is to speak their language.

So it’s not about helping them “reach their home ownership goals.

Because nobody wakes up, turns to their spouse, and says “Today, honey, let’s reach our home ownership goals.”

What do they say?

“Let’s see if there are any good houses in Brookline.”


We help people buy homes in Brookline.

Any time you’re tempted to say you help people reach their goals, think instead of what people actually say to each other to describe their situation.

Business owners aren’t thinking about “various credit options” – they need to buy more inventory.

I help businesses buy more inventory with lines of credit.

Retail businesses don’t think about an “improved online presence” – they need to update their website for COVID.

I help clothing stores update their website for COVID.

People don’t think they need to “partner with a bank” – they want more playgrounds for their kids.

We help our community build schools and playgrounds.

I came up with the perfect answer to my snow plow dilemma.

Snow Stakes.

That’s a language he understands.

He plowed the driveway perfectly.

How do people communicate about what you offer?

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