A Perfect Pitch is Heard, Understood and Remembered
Challenge: Describe yourself or your company … in one sentence.
The description you rattle off is your brand positioning statement, whether you’re networking in search of a job or creating a pitch for a multimillion-dollar company whose foundation for a successful marketing strategy hinges on this one statement.
Try this challenge standing eyeball to eyeball with somebody you want to impress. Be sure to include your core competence, how you’re different from others, your strengths and your goals. (We can omit weaknesses for now.)
The expression you arrive at should be what you do, how you do it, whom you do it for and what value you bring. It’s your factual and evocative sentence that starts a meaningful conversation with a prospect. I’m guessing you’re struggling, so here’s a “pitch” template to use:
My company [company name]
Has developed/is developing [product/service]
That solves the problem [define problem]
For [target market].
That exercise may help somewhat, but now you need to make your pitch memorable and that takes crafting and finessing. Next, you need to “scrub it,” meaning you need to test it on a target audience to be sure it’s fully heard, understood and remembered. This is where science enters into an art form, analyzing and searching for qualitative results to prove the heartiness and sincerity of your brand positioning.
It’s not necessary to spend money on the creation of your personal brand positioning statement, but spending time crafting your best profile will distinguish you from the pack in any networking situation.
For companies, investing time and money to create a compelling narrative is essential to understanding the organization’s mission and its ability to fulfill that mission for both stakeholders and customers.
And, now, for those weaknesses I mentioned a few paragraphs ago … the good news is that awareness of your weaknesses can be advantageous. I once worked in an organization that rarely communicated the company’s mission, values, offerings, and strengths and weaknesses. The lack of communicating the company’s messaging to stakeholders created a Wild West environment, resulting in sales overpromising, and leaving those delivering services struggling to fulfill contracts. A company’s compelling brand positioning statement that’s shared and understood by all can result in a confident staff that offers a rich customer experience and more robust sales.
As a business, knowing your capabilities, core values, mission and personality, and distilling it into a unique and concise statement and visual look is an evolutionary process. Anne and I often comment on how Twirling Tiger Media’s marketing efforts have transformed over time into a well-defined direction and branding.