By Alan Graner
“If you can’t explain it to a six year old, you don’t understand it yourself.”
It was once said only 12 people truly understood Einstein’s Theory of Relativity, yet he could easily explain it to a six year old. How? He ignored the complicated mathematics and used simple images to illustrate his point.
Likewise, you should be able to quickly and concisely explain what you do, what you offer, how it benefits customers and why they should buy.
I can’t tell you how many times I’ve been to networking events where somebody spends five minutes of convoluted techno-babble explaining her product that, in the end, leaves me dazed and confused.
For example, one startup CEO confessed hi product was too complicated to explain…and then proceeded to explain it. In great detail, I might add. When he finished he simply shrugged his shoulders and said “See?”
“Sounds to me,” I said, “like you provide data security for mobile devices.”
He looked at me for a few seconds and nodded his head. “Yeah, I guess you’re right.”
The venerable elevator pitch
Simple explanations are the essence of elevator pitches.
For those not familiar with the term, imagine entering an elevator with a prospect, and you’re both going to the sixth floor. You have perhaps 30 seconds to explain what you do, how it benefits the prospect and why she should consider hiring your company:
- “We manufacture lasers that allow doctors to heal burn victims faster and with less pain.”
- “Our software assures you that some subcontractor in Podunk is in compliance so you don’t get hit with a big fine by the government.”
- “We make if fun for children to learn their ABCs.”
Simple. Direct. Easy to understand.
If you can’t do this, you don’t truly understand your business.
Does your elevator pitch work? Or does it leave prospects befuddled?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.