Unfortunately, many small-business owners don’t think enough about their company’s story and how it comes across. I can say that with confidence because I’ve witnessed many ineffective pitches at conferences and chamber of commerce mixers. At the last chamber mixer I attended, I asked one person what he did. His response started with, “That’s a good question…” Five minutes later, he was still trying to describe his new company, and I was trying to find a polite way out of the conversation.
As a communications coach, I’ve developed a four-step exercise that will work for any company or product. You must simply answer each of the following four questions in no more than two sentences:
- What do you do?
- What problem do you solve?
- How is your product or service different?
- Why should I care?