Every week for the past 18 months on my podcast Positively West Virginia, I ask business leaders from around the state to give me their 30 second elevator pitch – in other words – I ask them what it is they tell people they do in their company.
Sometimes, the answer is simple and clear. My guests nail it. Other times, it’s a struggle for them to clearly articulate their message. That’s understandable. It’s hard sometimes for a business leader to describe to people what it is they do.
What I’ve found, is that the more simply and clear your brand or marketing message is, the better people will be able to understand and connect with your company.
Developing Your 30-Second Pitch
People most often buy stuff because of the words they hear or read. Those words are the story of our brand. There aremany “storytelling” methods and theories out there in the world today. Over the past several years, I have been working to develop a framework of storytelling with the team at my marketing agency.
What we’ve found through years of hard work and experience is that our story framework indeed works. We call it our “IAM Brand Story Process.” I’ve detailed that process in this column over the years and also in my book “Marketing Matters.”
Now, I’d like to share another easy-to-do method for developing your 30 second pitch for your company. It’s sometimes known as the And, But, Therefore method for storytelling and consists of these simple elements.
- Start with an establishing fact
- Connect by using an “And” statement
- Use a “But” sentence to establish the problem you solve for your customers
- State “therefore” sentence to deliver your solution to the customer’s problem
Here’s an example of how I use the And, But, Therefore story framework in my company when someone asks me what I do:
- AND: I’ve been in the advertising and marketing world for 31 years. And, I’ve helped thousands of companies grow through the influence of mass media.
- BUT: But, technology has completely disrupted the playing field. So, while companies once owned the mass media, now, the masses have become the media. They’ve created this unbelievably chaotic noise that we all now have to compete in today.
- THEREFORE: Therefore, I started my company in 2011 to teach business leaders and others how to use my simple architecture of brand story so that, they can cut through the noise, connect with their most ideal prospects and move people to action.
As you can see, this is not only simple, but clear to understand.
Do you have a clear, easy to understand 30 second pitch for what you do? If not, I encourage you to take this basic framework and develop one for your company. Play with it. Experiment. Have fun with it. And be prepared the next time someone asks “What do you do?” You’ll be ready!
InnerAction Media | Developing a Marketing Blueprint in West Virginia
At InnerAction Media, our goal is to help companies develop messaging so that they can talk to the right people, at the right time with the right message. If you aren't sure how to develop your 30-second pitch or you need help creating more in-depth messaging that speaks to your customers, give us a call to discuss our Marketing Blueprint.
The Marketing Blueprint is a 10+ page document that outlines three stages of our process:
- Stage One: Discover
- Mission Statement
- Goals and Objectives to Measure Success
- Geographic Targets
- Buyer Personas
- Position Statements
- Key Messages
- Consumer Perceptions
- Priority Business Segments
- Stage Two: Build
- Logo Treatment and Brand Guidelines
- Website Development and Search Engine Optimization
- Lead Magnets and Lead Generation Funnels
- Content Strategy
- Blogging Strategy
- Stage Three: Implement
- Target Audiences
- Content Calendar
- Traditional Media Strategy