Rule #1 - Keep It Simple:
One thought, one focus, one theme. Most mistakes in this arena are made because people have a misperception about getting the 'most for their money'. But there are only 60 seconds here, folks! Trying to mention too many things a common mistake. Too much information will not achieve any recognition or repetition in the minds of the consumer. There are some examples you can access from the home page (see: Success Stories) that will illustrate this point well..

Rule #2 - Trim The Fat
Define and remove unimportant information. This step is where most clients get a bit touchy - so take a deep breath!  Most of the time, no one really cares that you've been in business since 1959. The customers just want what they want- and the business that "gets that" gets them. How about your friendly, courteous staff? You may not like this, but no one really believes that claim….and every business claims they have one. Where do all the cranky people work, anyway? Spend your sixty seconds justifying the reason people choose your business above all of your competitors…and leave out the unimportant stuff.