Pitch Anything in 15 Seconds Pt. 1

Within every career field, if you can’t tell someone what you do in 15 seconds, the odds are they are not buying, investing, or interested. Recently, Carmine Gallo of Forbes wrote an article about this topic. Explaining something he is extremely proud about, Gallo outlines the basis for creating a message map for your product.

Gallo writes that “few technologies are as complicated to explain as 4G LTE. Last year I worked with a group of leaders for the division of a global, publicly traded company who were responsible for pitching the technology to potential customers. Since the group was struggling to explain the technology simply, I introduced them to a tool that I’ve used very successfully with other brands—a message map.

The leaders in this particular division were responsible for pitching the technology to public safety agencies. Their audience knew a lot about police work but had little knowledge about wireless broadband. Imagine if the head of a public service agency heard something like this: 4G LTE is a standard for the wireless communication of high-speed data based on the GSM/EDGE and UMTS/HSPA network technologies, increasing the capacity and speed of new modulation techniques. Not one person would have acted on the pitch because they wouldn’t be able to understand a word of it!

Instead, we created a pitch that started with this sentence: 4G is a mobile broadband technology that will change the way your department communicates, collaborates, and operates. The audience got it in one sentence. The message was so simple and effective, the company landed several multi-million dollar accounts after their first meetings and they credited the message map for helping them pitch the idea in a simple, yet compelling way. The message map gave everyone (sales, marketing, executive leadership) a roadmap for the customer conversation. ‘Without a doubt, it improved the confidence of our sales and marketing teams to articulate our value, our mission, and why our product would make a difference,’ one leader told me.

Be sure to check back on Wednesday for the follow up, Pitch Anything in 15 Seconds Pt.2. We will show you the three step process to creating your own message map!

(HT: Forbes)