Are you Intriguing?????
Last year I had a very exciting opportunity to speak to a few large publishing firms while in NYC at a dinner along with a number of other entrepreneurs launching their books. In such situations where many people are vying for attention, the entrepreneurs who stand out are the ones who deliver their pitch in less than a minute, but still make their points quite persuasively while ensuring they are memorable with a great example or story.
Unfortunately, many small-business owners don’t think enough about their company’s story and how it comes across. I can say that with confidence because I’ve witnessed many ineffective pitches at conferences, BNI and Chamber of Commerce events. At the last event I attended, I asked one person what she did. Her response started with, “That’s a good question…” Five minutes later, she was still trying to describe her company, and I was trying to find a polite way to exit the conversation.
As someone that attends a number of events I have found that if you aren’t’t able to get people’s eyebrows up in 60 seconds you have lost them at hello. The U.S. National Library of Medicine puts people’s attention span at 8 seconds one second less than a goldfish. This shows how quickly an audience’s attention can wander.
By keeping each answer brief, you will develop a succinct story that should take no more than 60 seconds. Your first sentence should be a “Twitter-friendly headline.” You should be able to describe your product or service in 140 characters or less, short enough for a tweet.
Unfortunately many small-business owners don’t create product descriptions that are short, catchy, distinctive and memorable. The Twitter exercise will help. If you can’t describe your product in a sentence, go back to the drawing board.
When I think about movies and how the marketing team has to promote a film. They have to create a dynamic attention grabbing trailer that captures the audience attention and creates a need to go see the film. They only have 90-120 seconds on a commercial to do this. When you attend an event think about how you can promote yourself like a movie.
If you can tell your story in well under 60 seconds and have some extra time, be ready to relate an example or story that makes your product or service more tangible. Show how your product or service will work instead of trying to sell it. Act out a problem that your product solves or start off with “Have you ever had an issue…”.
Don’t let your idea die because you’ve lost the attention of your audience. Grab your listeners by using link words such as imagine so you can pull them out of distraction. Remember it is your job to grab their attention in the first 60 seconds so they’ll want to hear more.
If you are ready to become more intriguing –
I’m offering a 45 minute ‘Discovery Session’ as a gift for this month only.