We (our company) basically have three different businesses. And, we need everyone in each of the three segments to provide the same message and image to our clients- and potential clients.
How do we do that? We start with how we dress. Everyone has a corporate shirt or blouse (long and short-sleeved)- but we get to choose our own colors. Mine’s black or blue. Steve’s is white and tan. You get the idea. But, our logo is clear. But, that’s just to keep folks focused on our company.
In today’s world, we can’t use elevator pitches. We have to use tweets- ten words, 140 characters. We must communicate the single, most important thing about our widget (product, service, idea, brand). Of course, everyone wants to know what Adjuvancy means the first time they hear it. (An adjuvancy works to insure that all the components of the mixture work together to get optimum results. Yes, it’s less than 140 characters, too! Our logo uses a reflection on an imaginary horizon, letting you know it’s important to deal with what one sees- and what’s below the surface.)
Here are our pitches:
It’s not just taxes. It’s how you keep more of what you make. (Tax and accounting group)
Your bottom line is our business. Let’s all work together to get there. (CXO Services)
Let’s not just talk new products. Let’s get them out the door. (Product/Process design services)
As you can see these are very simple messages. Our folks can pitch these with aplomb. And, potential clients get the point- pronto. But, that’s not enough. It’s only the first step.
We have to support these aphorisms. At least two, but three benefits are better to flesh out the point. We have to make sure they are easily communicated. But, no more than three benefits should be chosen, because our potential clients won’t remember them. More importantly, if we try to cram too much in, the potential clients will probably forget all of our points.
Once these parameters are set, we have to be ready to reinforce those points with statistics or examples- but the best method is to use stories to bring home the message and have it stick in their minds. We make sure everyone in our organization has their message maps. They get to pick the stories they want to amplify the key points. With things they did- so their enthusiasm and interest are clearly conveyed. It’s that simple.
When you have complex things to communicate, these simple message maps make sure you don’t miss a thing. You can convey the concepts quickly, clearly, and concisely. Which is all the time you have- and all the time you’ll need.
Clean, straight forward and professional; How about including sound to the video – a soft voice explaining the message?
(I was wondering what Adjuvancy meant, but was afraid to ask)
Gustavo recently posted..Breaking the Laws of Physics
Gustavo- I did not add sound, since I assume most folks are like me- don’t want to disturb others (by surprise) when they open up a blog and have sound disturbing the peace. But, it’s a great idea- I can add that to YouTube and let folks who want that addition to be satisfied. Thanks!
And, I burst out laughing when I read your last sentence!
I like the way you keep the focus on the key points of your business. It is very confusing when the priorities are not clear. Your mind maps seem to capture your business purpose and communicates it to your potential clients.
I think your video would have a little more pizazz if you could add a nice tune in the background….and mix some photos in with the text. The text in the video is awesome but it seems like people expect to be entertained when they watch a video.
Janette Fuller recently posted..Book Review: Everyone Can Be A Millionaire by Steve Swanson
I really wasn’t trying to entertain folks- but to show them how to make the maps for their own businesses, Janette. And, as I wrote to Gustavo, I try not to use sound, since it may disturb others who visit the blog in office environments. (That covers about 70% of my visitors, as far as I can tell.)
Very concise messages you have there – also important as they help everyone in the company and not just clients to keep a clear picture of your offers!
Cheers, Gordon
The Great Gordino recently posted..Goal Achievement – Are You Neil Armstrong?
Thanks, Gordon!
Are you going to consider using these for your “elevator pitch”? It certainly helps keep it “in tune”!
Thanks for sharing a bit more about how you do things Roy. I like the twist you put on the dress with the ability to choose colors.
This post reminded me of what I would teach kids in my class the K.I.S.S principle. Keep It Simple Sweetie (although adults have vairations on the last S lol)
Bonnie recently posted..What were you doing at this age?
Glad you liked it, Bonnie…
I never was a fan of Stepford Wives- the first version, when I was associated with a firm that had a homonymic name and identical policies…
I love the idea of keeping it simple or you lose the client. Thanks for this article, Roy. I think I am going to share it.
Ann Mullen recently posted..Senior Care Question: How Do You Prepare for a Doctor Visit?
Thanks for the approbation, Ann.
I was hoping the lessons would make it easy for others to hone their message and keep it consistent. Thanks for sharing.