I asked both of them, how many times they expected to pitch their "big-idea" and "what-we-do" stories in the next year.
Rajesh suggested that he would probably pitch his story 2000 times in the next year, the other entrepreneur about 500 times. Let's pick a point in between, say 1000 and multiply this by 10, because both companies have about 10 employees today. Most are engineers, but all are going to be interacting with the above networks of partners, prospects and strangers.
One entrepreneur rated the clarity of their value proposition at 1/10 and explained that he currently has a consultant working on helping him clarify it, Rajesh rated his message at 6/10 and a work in progress. The image below represents what is created when you are less than 7/10 for message clarity....pollution!
How then can a start-up, or an F500 company for that matter, address the problem of unclear messaging? If you have read this far I think you’ll agree that it’s important. The answer to the question is that it’s not easy.
I believe there is an opportunity to create a software as a service product to create and maintain messaging that resonates with buyers, that everyone from entrepreneurs to marketing managers in F500 companies can use and I’m in the process of building it and we are interested in talking to early adopters in our customer discovery phase of development.
We helped an Israeli technology company re-launch their Infrastructure as a Service product at a critical time in the evolution of public and private cloud solutions and it was transformational for the company. They weren't looking for a consultant to help with messaging, but recognized they were about 4/10 for clarity in their value prop at the time. We began by creating buyer-persona’s around best guess use cases.
We helped to create a messaging architecture that identified the relevant capabilities and grouped them under logical positioning pillars.
We then generated sales ready messaging for the sales team to use when engaging prospects over the phone and in person and trained the sales team to use it in consultative conversations.
The marketing team used the messaging to transform their Website message from product-centric gobbledygook to buyer-relevant copy. Marketing managers in each country began to use the messaging in creating blog articles and they quickly began to generate new visitors that converted into inbound leads and new-name customers in the first 6 months after the messaging workshop.
Since this engagement, we have added visual storytelling to our methodology, to capture the value proposition in a meaningful visual confection where both salespeople and buyers can quickly "get", remember and communicate your “big idea” and value proposition.
- It's never too early to get clear about your value proposition.
- If you can't nail your value proposition for the users you are trying to attract and sell to, how can you expect to get them excited about using your product or service?
- The sales cycle starts in marketing with content creation and if the content you create doesn't resonate with your target buyers, they won't come.
- If you cannot answer the next three questions with absolute simplicity and clarity so your ideal prospect can understand it, you have work to do.
- What is a metaphor for an existing product idea, service or capability could you use to help a buyer who does not know your product or company to instantly understand how they could use your product?
- Why should I buy from you?