Every Company Needs a Good Map

Think about what you do and how you can express the benefit first before you talk about the function or the job. In any situation you have 30 seconds or less to make that first impression. You want it to be positive and you want it to be memorable. With a few changes to your delivery, it is not that difficult.

Entrepreneurs, new start-ups, and writers often have situations where they need to "Pitch" their creation. It can take people months or years to figure out how to accurately and succinctly describe what they do. People who do not attend functions where they are looking to hook an investor, partners, or a publisher do not get the practice they also need to explain their situation in a short and simple manner.

Quite often, the average businessperson, the Modern Magellan, explains what they do by what they produce or the service they provide. This is usually insufficient to build a reputation on. I fix cars does not say what kind of car. If the shop specializes in a particular brand, country of origin, or aspect of a cars function that can be thrown in. This still has nothing in it to attract more business.

People who know you don't usually ask what you do. They already know what you do. If they are not customers then perhaps you need to work on how you express your work. (Notice I did not say explain what you do.) People who do not know you are even more likely to not be customers. How you explain your business can change that. Your introduction should not be long, a sales pitch, or begging for business, but it should give them the opportunity to ask for more information or to become interested. I wrote a 5-point list for the 30-second elevator speech on my Squidoo lens; Don't Eat the Steak. More detail on each point is given there.

1. Say your hook first
2. Don't Pounce
3. If you are lucky, the power will go out
4. If you are unlucky, the power will go out
5. Practice

I want to spend a bit more time on practice. "Practice makes perfect" just about everywhere. Pitching is no different. You can refine your pitch when you speak to anyone by watching their reaction. Listen to how other people in your industry describe their business. Pick phrases that get positive responses. Look for the ones where someone says, "I like that" or "I like how you said that." Try to find a phrase that is not common or ordinary.

I have a friend who calls his printing and marketing business "Identity Crisis" because that is what printed marketing materials are aimed to resolve. His tag line in "marketing and corporate image counseling." He not only prints what you bring to him but he often makes suggestions that will help you better express your company image. So, when you ask Tom what he does he doesn't say, "I'm a printer" he says "I'm a marketing and corporate image counselor. I help people to express themselves through print, online and audio communications."

Talking about the benefits of what you do first is a different tack on the situation. Instead of "I fix cars" you can say, "I help people get back to their lives when their car has a problem." For an accountant, "I make tax time less strenuous for companies." For writers, "I help people see the world through a different set of eyes."

Now it's time to practice. Start with people you know and then work with people you don't know. The one thing that anyone who pitches for a living will tell you: The more you do it, the better you get, if you pay attention to the way it is received.

(I was not paid to promote Identity Crisis. I have used their services and I have been very happy with the results and I consider them friends.) 

UPDATE - I just found a great post on this same topic by Scott at HELLO, my name is..Blog.