While serving as an expert reviewer at venture contests I have heard hundreds of entrepreneurs pitch their ideas. Sadly to say very, very few get it right. Often I am left completely clueless about what their real business models and concepts are. I fail to understand what is unique and what would compel me to either invest or get involved. Help is sorely needed!
The Easy Solution
Successfully pitching a business idea in 30 seconds is much simpler than most people realize. And by the way… if you cannot do it in 30 seconds, then you wont be able to do it in 30 minutes either! My first piece of advice would be to select a model that works rather than experimenting on your own. There are many different models that we teach at Quickminds, but perhaps the simplest and best is the Message Map.
Build a Message Map in 3 simple steps.
Step 1: First, you need to write a simple Key Message Statement. Treat it like a Twitter message. Twitter has taught us several great communication messages. First Twitter has trained us to write short messages. They are limited to 140 characters, so you must think about brevity and clarity. Second, Twitter has trained us to write powerful messages. They are all designed to get you to take action (either to click on a link, to attend an event, or to write to your congressman). To be compelling, your Key Message also needs to include a claim. Claims stake out the territory and qualify your offering. Do you dare to claim that your product can increase your customer’s profit $$ by 50%? Don’t be dishonest, but don’t be overly conservative. This is one of the hardest tasks for engineers and programmers, who want to be exact and perfectly factual in all statements. Find a way to make a compelling claim and you will grab the interest of your audience immediately. Write your Key Message Statement like a tweet and put it at the centre of the page.
Step 2: Write three Supporting Points. Select the three (and only three) points you need to make in order to back-up your Message Statement. A chair with only two legs will not stand on its ‘own. A chair with five legs is just too complicated. Three is the perfect number. Select points that have importance and emotional appeal to your listener. Remember to think from their viewpoint and not just from your own. What are the real benefits of your product or service? What will buying from you really do to benefit this person? Save them time? Earn them money? Make them look good with the girls? Write each of the 3 points onto the Map.
Step 3: Finally you should write at least 3 Evidence descriptions for each of the Points. Evidence can be in the form of statistics, examples, quotes from experts or even a simple story that illustrates the point. Choose anything that validates your claim and that gives your listener an emotional reason to want to learn more about your product or service. Have some fun with this! The more fun you have in telling about your business, the more likely you are to connect with your audience and to win their business.
Crafting a good message will give you an invaluable tool for your business. Too many entrepreneurs spend all their time perfecting their technology, but forget to do even the most basic work on creating their message. In my experience this is one of the most common reasons for failure. Invest time into your Message Map.
Practice Makes Perfect
Also remember to practice. This sounds like stupid advice, but is often forgotten. Only through practicing the delivery of your message will you get better. I have competed in and won several elevator pitch contests. I wrote my pitch, then I re-wrote it about a dozen times until I felt it was perfect. I practiced on friends, family, colleagues and even strangers. I kept re-writing until it got better and better (also shorter and shorter!). Pay as much attention to this as you do to your technology or products and I assure you that you will see huge improvements in your sales and pitching efforts.
Example of Message Map:
We can help!
Want some help in creating a message map for your business? Contact us today.
Quickminds turns boring presenters into powerful communicators by using some of the world’s most cutting-edge, unique, innovative and inspiring techniques. Visit www.quickminds.net