Category Archives: Common sense

When you put “Expert available” at the start of a pitch, it tells us the person you’re pitching is no expert.

Also, you’re too late.

(Thanks, Caroline.)

Don’t show me what you do that’s the same as your competitors. Show me what’s different.

I have an uncommon name, and it’s a small bonus if you pronounce it right. It’s “Rafe,” rhymes with “safe.” It’s a super mega bonus if, when you pronounce it wrong and I correct you, you don’t say, “I must have the wrong person, I’m looking for Rah-fay Needleman.”

If your demo tells the story in 10 minutes, don’t drag it out to 30. If your new feature can be described in a one-paragraph e-mail, don’t send two pages of fluff.

A pretty girl alone at a bar shines like a beacon. But at a beauty contest she blends in to the scenery. So tell me again why you plan to launch at Demo?

When telling me when your product launches, be extremely specific and include the timezone. Note that “tomorrow” is just a big pile of vague.

If you’re giving a Web or software demo to an American journalist, it’s probably best to select “English” as the product’s language option.