Wednesday, November 24, 2010

Is Your Marketing Pitch Easy to Understand?

By Sam Borrett

The task is to take a business card and write your idea on the back of it. Hand it to someone you don't know and ask them if they grasp clearly what you do. Others call it the elevator pitch method or some such phrase.

It is not so easy to do as we are usually so close to ourselves and what we do to have a real clarity about our work, life and situation.

There is a saying in web design that in this age of Twitter and short messaging you should be able to communicate what you do in twelve syllables or a few short words on your home page.

For example "buying luxury real estate for busy executives," or "personal training sessions in the privacy of your own home," or "cheap travel made fun," which could apply to Jetstar in Australia or Virgin anywhere.

The point is that you are looking for what they call a generic positioning statement and you have to ask others whether they can understand the message, not whether you can.

The other thing to remember is whether your offer is easy to differentiate. Your specialty may be your point of difference, so what is your specialty or point of difference?

For example I would say that my generic positioning is "to help people leverage their ability and talent to get the life they need or want." These latter words, "need" and "want," are of course miles apart in meaning and each of us must confess to what we want and need now.

Is your pitch working for you now?

Since I took some recent advice for which I am grateful my pitch is re-working its magic although I don't need to be so gross as to use it; you see I never go to networking events, although I might if it there was one interesting enough.