Another very good video from Dan Heath about making an anchor + twist.
This method really works well to make a message more concrete. Dan gives the example of linking your product/service/company/ … to a well-known competitor that’s in the same business domain. That is the anchor. It’s also important to add a twist that shows in what way you are different (cheaper, faster, different service, …).
Eg: twitter is a form of mini-blogging (blogging is the anchor and mini is the twist)