By Pello Walker

I may call it an ‘elevator pitch’, ‘infomercial’, ‘self introduction’, ‘the power statement’ or ‘the corporate value proposition’.  Whatever I may refer to it as, the bottom line, it needs to grab their attention, hold their attention and provide a clear message as to my firms service or product offerings that has them want to interact with me towards an outcome that works for me and them in their, the audiences mind.

The 8 Points I Must Have:

1.    Who am I?  What is my Companies name and benefit statement?  For example – ‘we fill companies pipelines with qualified prospects’.

2.    What do I do?  What service or product offerings do I provide?  If I have a large service or product offering – I need to focus on 2 or 3 of my most profitable.  No one will remember a laundry list of services or product offerings.

3.    For whom is my service or product offerings for?  In other words what does the ideal prospect look like for me?  Industry(s) I prefer or have the most expertise in?  Size of company I typically work with by revenue or employee count?  Title of the person that I want a Personal Introduction to?

4.    Be specific with the benefits I am providing to my ideal prospect.  We purchase benefits – WIIFM (What Is In It For Me), is what my audience is listening for .  Most often we hear - what it does – no one buys on what it does.  We buy a power drill because of the hole I need not that the drill is a great.

5.    What make me unique?  Why would a prospect want to use my services or products over another?  Using words like ‘value’, ‘quality’, ‘full service’, fall on deaf ears because they do not tell me what it can do for me.  I must clearly define my ‘unique selling proposition’.  For example – ‘we personalize each and every message with changing content, photographs that typically results in double digit response rates when the average is 1 to 2 percent.

6.    How do I work?  What does a customer engagement look like for me?  What is my process of working with a client?  I cannot take for granted that my customer knows what the next step is in the sales cycle.  I must be clear as to the steps and take the time to let them know.

7.    When is the appropriate time to bring my solution?  I cannot presume that my audience knows when to use me.  Knowing the process will save time, money and confusion and result in a better outcome.

8.    What is my compelling ‘call-to-action’?  I must clearly define what the next step is that my audience must take to become a client or avail themselves of my service or product offerings.  Please remember: Compelling is in the eye of the beholder not what I feel/think is compelling.

Contact me.  I am eager to hear what works for you and what has not worked for you.

Byline: Péllo Walker

Daily Digital Imaging – a ‘Certified Green’ Marketing & Print Company

(925) 935 - 3621