So many times I have been at networking meetings and someone has tried to articulate their business offer. After a weird monologue of business buzzwords, I am left with an awkward blank expression, sipping my coffee defensively to fill the void. People struggle to communicate their offers succinctly. Don’t mistake talking a lot for making sense. Can you express your product or service in less than six words?
Think of any great advertising campaign and they simplify the message, they crunch it down to a single bite. Nearly all businesses die, and the first wave of casualties on the battlefield of commerce are those that cannot connect directly to their customers, cannot speak their language, or show them the clear benefits and value.
Work out your elevator pitch, work out your slogan, but more than that, work out your entire structuring and delivery of messages. Make propositions clear, short, punchy, and relatable. Understand clearly who you are talking to and why should they even listen to you?
Picture: Session with a team to work out company values and vision.
Writer for Hire 