Elevator Speech Formula

I recently discovered John Carlton's formula for developing an elevator speech.

John Carlton is a mega-star copywriter. He refers to himself as "the most ripped-off writer on the Web". Some marketers call him "the most respected writing teacher alive"... and the list of well-known marketers who freely reference John as their primary mentor for writing sales messages is staggering.

Here's his formula:

We help (this group of people)...

Do (this benefit)...

... (better, cheaper, faster, easier)...

... even if (worst case believable scenario).

If you find this useful, or have an example to report, leave a comment here and let us all know how you get on.