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Explaining What You Do – 5 Top Tips

Being clear about what you do helps you and your prospects

Being clear about what you do helps you and your prospects

Most people in business have heard of the ‘elevator pitch‘ which is an a summary of your product, service or idea which you deliver to people that you want to invest with you. The elevator pitch may sound like a piece of business jargon but the principle behind it is sound.

If you can’t explain to someone what you do in a concise and clear manner which makes it easy to understand for the person that asked you the question then you should stop what you are doing and work it out now. Without this clear understanding about your business, idea or project then you put yourself in a weak position from which you will lose opportunities to sell, influence and connect with people.

It’s no good saying that what you do is very complicated and it can’t be explained in a sentence. People don’t have the patience to listen to long winded explanations and, in a competitive world, you will be replaced by someone else quickly who can explain what they do quickly.

When you have worked your pitch out, it has an amazing effect on your marketing and how your team think about their work and where the business is going. Your pitch will then influence how you write copy on your web site, it will affect how you write your emails, it will affect how you express yourself on your stand at shows and how you differentiate yourself from your competitors.

Prospective clients will know whether it is worth talking to you and you will know whether it is worth talking further with them. Your elevator pitch will save you time and help you to either sell more, gain investment or gain important contacts.

Here are my five top tips for working out your elevator pitch:

  1. Ask yourself what you are good at. Not what you want to do but what you are really strong at doing.
  2. Recall moments when you felt as though you were in your element when working with previous or existing clients.
  3. Reduce your ideas and words from the previous point into one or two clear, easy to read sentences.
  4. Test your elevator pitch out with some existing clients or prospects and note the difference in how they react to it.
  5. Practice what your pitch out loud and then practice, practice, practice until you know it off by heart.

Our business is going through this exercise right now. Our strap-line says ‘Digital Communications Agency‘ but it does not tell people what we do. It hides our deep skills and experience in a particular area and it affects how we explain what we do and how we can help. This is changing as I write and we will soon have a new, clear way of quickly explaining to people what we do.

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  1. 28/08/2009 at 5:15 pm

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