Mark Suster’s second piece of PR advice:
Create visual metaphors that stick in people’s minds and are easily repeated
Think of James Carville’s slogan for Clinton in 1992, “It’s the economy, stupid.” It was so easy it was repeated frequently. Or Ronald Reagan, “are you better off than you were four years ago.” What about Marc Benioff of Salesforce.com? He didn’t get too complicated on the differences of multi-tenant online databases or the power of remote logins when all your data is in the cloud. He simply asserted, “the end of software” by putting up a logo with the word software and a red line through it. WTF does that even mean? Just because it’s online doesn’t mean it’s not software. But journalists (and buyers) sorta got it. And it was oft repeated and gave Salesforce a huge marketing advantage. Other tech examples… Marc Andreessen famously opined, “software is eating the world” and now everybody I know says that…
These are all powerful concepts that are simplified into catchphrases that allow people to remember the core point with a one line phrase. You don’t need to establish an industry catchphrase to be effective. You just need to give journalists, your marketing department, your sales team, your VCs and everybody else who becomes an ambassador for your brand a simpler way to tell your story.