If You Confuse People, You Lose People
A while back, I was an audience member at a business pitching event. One gentleman got up to deliver his pitch and within the first 2 minutes, completely confused everyone in the room about his idea. He lost half the audience within the first couple minutes and these folks checked out for the rest of his presentation. The other couple of people who remained attentive did so only to rip his presentation to shreds with questions once he was done.
I’m sure you’ve seen this before if you’re a fan of ABC’s hit program, Shark Tank. Individuals come forth to pitch their inventions to the millionaire sharks and either walk away with an investment from one of the sharks or go home empty-handed. Their fate depends on how well they deliver their pitch and get the sharks to believe in them. It doesn’t take long for the sharks to smell “blood in the water” if the person pitching doesn’t do a great job delivering.
When crafting your message about who you are and why anyone should believe in you, be it your Leadership abilities, or product or services you are selling, you have to simplify your message. Simplifying your message will take some work, but is essential to communicating why you do what you do and why what you offer is beneficial.
In the early stages of working to craft my brand message, I realized I had to highlight the value I bring to both my clients and teams I am leading. It’s not enough for me to emphasize why I’m interested in doing what I love doing for myself. I have to convey the benefit of my passion to others.
Here are 5 tips to remember when working to clarify your brand message:
1.) Follow the KIS Method – Keep It Simple! People love clear, simple messages that aren’t hard to digest
2.) Know you product or service well – better than anyone else!
3.) Be able to deliver your message to anyone in a 30 second pitch
4.) Remember your value proposition to your consumer
5.) Don’t confuse people because WHEN YOU CONFUSE THEM, YOU LOSE THEM!
Dr. Carmen April is a young entrepreneur and community leader recognized as a 2013 Nashville Business Journal Top 40 Under Forty Award Recipient and is a 2014 Graduate of the New Leaders Council Institute – Nashville Chapter. Dr. April is available for speaking engagements on Entrepreneurship for College Students and Young Professionals.