The post A Simple Way to Create Your Value-Proposition Statement appeared first on BigThunk.
]]>You should be able to express your value proposition in a succinct statement that defines your business to prospective customers. Here’s a simple way for you to develop a value-proposition statement if you don’t already have one.
Your value-proposition statement should answer the following questions:
Admittedly, these questions are similar in nature, and the answers overlap. That’s a good thing.
First, if you were to describe how you conduct your business using only 5 simple phrases, what would they be? I’m sure you need many more to fully describe it, but what are the five most important to your customers?
Examples include “attention to detail”, “always available”, “price conscious”, and “expert advice.” There are many more examples; which are most relevant for your business?
Next, order those characteristics based on how effectively each differentiates you from others in your industry starting with the one that distinguishes you the most. Ideally there will be at least 2 or 3 that really make you stand out.
Finally, use those characteristics in a succinct statement that tells a potential customer why they should chose to give you their business over your competitors.
Make sure that the those characteristics that distinguish you the most, the characteristics your customers really care about, are prominent in your statement. One way to accomplish that is by positioning them first or last in your statement.
Done correctly, that statement should express your value proposition.
As an example, here is our value proposition:
Using our business experience, marketing knowledge and design flair, we help our clients best represent themselves in the marketplace.
Once you have an effective statement of your value proposition, use it to explain your business and to create consideration with prospects. It should be front and center on your website, prominent in your marketing materials, and at the core of your 60 second elevator pitch.
If you need some assistance developing a value-proposition statement for your company, don’t hesitate to contact us.
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]]>The post 6 Ps to a Perfect Elevator Pitch appeared first on BigThunk.
]]>Those of us who regularly attend networking meetings often get the opportunity to present ourselves and our businesses in either 30 or 60 second “elevator pitches.” Having both observed and participated in these exercises for years, I’ve accumulated the following practices that will help anyone perfect their pitch.
Make sure you say your name and that of your company slowly, clearly, and loud enough for everyone to hear. It sounds obvious, but I can’t tell you how many times I’ve heard folks rush through their name. It’s familiar to you, and maybe even most of the others in the room, but it’s those that don’t know it that need to hear it. It’s even a good idea to repeat your name and business at the end of your pitch if you have the time.
If you’re one who owns or represents multiple businesses, resist the urge to describe them all. It will only confuse your audience. Pick one and focus on it for the short time you’re given to speak.
Make sure to not only explain what your business does, but why someone should choose to use you over a competitor – your value proposition, in other words. (If you need help figuring out your value proposition or how to succinctly express it, try reading this post.) Differentiating your business during your pitch is more important than explaining the nuances of your offering.
I’m impressed by those who are always prepared based on years of experience giving pitches. The rest of us need to take time to prepare a pitch that informs and impresses in the allotted time. Don’t be one of those who wait fifteen minutes for their turn and then wing it because they’re unprepared – if for no other reason than it is inconsiderate to your audience.
Similarly, take the time to practice your pitch. Practicing not only helps you to remember it, it will give you a chance to hone your intonation and perfect your timing.
Finally, have fun with it. Let your personality shine through. Set your audience at ease by being at ease yourself (practicing will help with this too.) Establish eye contact and smile. Remember, people like to do business with people they like.
What have I missed? How do you make your elevator pitches work for you?
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]]>The post Improve Your 5 Minute Presentation appeared first on BigThunk.
]]>Many of us attend networking meetings where we routinely give our 30 or 60 second elevator pitches. Occasionally, we have an opportunity to give a 5 minute presentation. Here are 3 ways to reach your audience in those 5 minutes, and one approach to avoid.
We network to build relationships. You can jumpstart new relationships and strengthen existing ones by sharing the story of how you came to be in your business and why you are passionate about it.
A recent presenter told us how his father died young but, having prepared ahead, had an insurance policy that eased what would otherwise have been a crushing blow to his wife and family. Having seen the value of his father’s preparation the presenter vowed to help others similarly and eventually became a financial planner and insurance agent.
It was a personal and powerful presentation that positively affected the group. What’s your story?
It’s hard to impress the room with your credentials in 30 seconds. With 5 minutes, though, you have time to explain an important topic that your audience finds confusing. Doing so establishes you as a helpful expert in your field.
A technology expert used his 5 minutes to remind us of the importance of backing up our computers. More importantly, he provided helpful tips about the best way to do so depending on the nature of the business. Guess who audience members will call when they need technology assistance.
Think of your audience, not as potential customers, but as fellow business-persons who are trying to impress their own prospects and customers. If you can use your 5 minutes in a way that makes them more valuable in their own networking, they will appreciate it and reciprocate.
Explain a product or service that their prospects might find appealing. Then allow them to offer it at at a discount based on their relationship to you.
Finally, Don’t Do a 5 Minute Elevator Pitch
At this point it probably goes without saying, spending your 5 minutes on an extended sales pitch is about the least effective way to use your time.
How do you make sure your 5 minute presentations reach your audience?
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]]>The post What to Expect from Your Homepage appeared first on BigThunk.
]]>You may not have thought much about it, but your counting on your homepage has to do a lot for you. And given the impatience of most Internet users, it has very little time in which to accomplish its mission.
Here’s what you should expect your homepage to do for your company:
More than just your logo and color scheme, your brand is defined by the experience that customers have working with you.
Website visitors that are new to your company will assume that their experience on your homepage represents how it would be like to work with you.Is it easy to use and understand, concise, inviting, helpful? Does it make you look professional, experienced and savvy?
Make sure your homepage embodies all aspects of your brand and what its like working with your company.
Through its design and page contents, your homepage should quickly let visitors know that they are in the right place; that they have found the company, product or service that they are seeking.
Furthermore, your homepage should help visitors orient themselves by focusing their attention on the most important elements. A homepage that attempts to give prominence to every element actually gives prominence to none, distracting and confusing guests instead.
Design a homepage layout helps visitors find what they are looking for.
Visitors to your homepage should be able to quickly understand what makes your company special, how you are different from your competition, and why they should choose to to business with you. They should not have to read a paragraph to get this understanding.
You should have a succinct but powerful value-proposition statement front and center on your homepage. If you don’t have one, this previous post will help you develop one.
Whether is a list of our key services, depictions of your featured products, or announcements for your specials, your homepage should highlight your most significant offerings. Be careful though; just like with page elements, trying to highlight too many offerings will backfire. We’re not talking about comprehensive lists here.
Determine the three to five (hopefully three) items that your visitors will find most appealing, and highlight those in a way that assures they are noticed but doesn’t disrupt the balanced focus of your page layout.
Once your guests have determined what they want to do – whether investigate a product, signup for a newsletter, or anything else – your homepage has to help them take the next step. Encourage them to take action, actually.
Through well-designed navigation, clear call-to-action graphics, and thoughtfully placed buttons you can make sure you don’t lose an interested visitor because they’re not sure how to proceed.
Actually, there’s even more to a great homepage design, but if your homepage succeeds on the objectives above, it is doing well by your company.
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