The document provides guidance on developing effective talk tracks to introduce yourself, your business, and what you do. An effective talk track should clearly communicate who you work with, how you help them, the results you deliver, and why your services are relevant. It should begin to build a relationship and turn prospects into customers. The talk track should be clear, concise, compelling and consistent across all marketing communications. The document outlines common mistakes to avoid, as well as what makes for great marketing messages. It provides a structure for an effective talk track and emphasizes using specific examples, details, action words and questions to engage the listener.