How do you articulate the value of what you do to someone else?
When I work with clients, in any industry, one of the first challenges I give them is to explain what they do in a way that is compelling to a client. So far, no one has been able to do it. Isn’t that extraordinary?
What everyone does is talk about themselves – their own processes, their own techniques, their own stories. Basically, they just list a series of facts and hope that those facts will affect the listener:
‘We are a full-service marketing agency…’
‘We produce software…’
‘We started in 1992…’
‘We are the best/earliest/unique…’
The response to all these ‘statements of fact’ is, emotionally, ‘so what?’Nobody cares!
One of the core ideas we have to understand (especially those of us who provide a service) is that nobody cares about what we do, they only care about what it can do for them (at least at first).Value is what people pay for.
Value is what people people, well, value! It’s what excites them. Value is where people can see the connection between what you’re offering and what’s good for them. When you talk in terms of value, people engage more in questions and they ask you for more detail because they know what it means to them.
At its best, when people understand the value of what you do, it can help you to avoid having to respond to endless procurement processes and meetings.
So, how do you do it? How do you express what you do in a way which is compelling and meaningful to others? I’ve already shared my ‘Elevator pitch grid’ in a previous post
, and here’s another idea which many of my clients find useful.This idea is deliberately designed to help you in those moments when you have to convey your value quickly. We live in a world where people’s attention spans are decreasing all the time, and it’s becoming more and more important to be able to grab people’s attention in a few seconds.
For your own business, fill in the missing half of this sentence, changing the words ‘what I do’ to suit your own business or job title:‘At the heart of (what I do) is a simple idea…’