Positioning Statements

I wrote yesterday about elevator pitches (Why Your Elevator Pitch Is Important) and overnight I received an email promoting a webinar by Bill Baren and Lisa Cherney.

I had to smile.

First, I think “Juicy Introduction” is so much nicer a phrase than elevator pitch or elevator speech.

The webinar is titled:

“Pushing the Wrong Buttons: Chuck Your Elevator Pitch
to the Basement and Attract Clients with Your Juicy Introduction
Instead”

That suggests that a juicy introduction isn’t the same as an elevator pitch.

Without attending the webinar, I agree and disagree.

As I wrote yesterday, I think some elevator pitches are incredibly cheesy and put up the defences of prospects.

That’s obviously bad news.

A well crafted introduction on the other hand starts rather than ends conversations.

I liked the copy in the email so, as I’m going to be cheeky and repeat it here, I’d better give you a link to Lisa’s website – http://elevatorpitchmistakes.com/  and the webinar (March 28th) – http://elevatorpitchmistakes.com/bill-b

The webinar will probably lead to some kind of offer.

The Juicy Introductions Copy

• Exactly what it says about you and your business if you CAN’T describe what you do in 30 seconds or less (and how not fixing this problem right now may very well keep your business STUCK in the basement!)

• Why creating just an elevator pitch is a BIG mistake (and could be costing you thousands!) and how crafting a Juicy Introduction is definitely where you want to be

• How not having a Juicy Introduction directly impacts what you charge for your services (and even more importantly, what people are willing to pay you)

• How to create your signature Juicy 30 Second Introduction that pushes ALL the right buttons, so your business skyrockets right on up to Penthouse level… (really – master this, and return from EVERY in-person event, trade show, networking meeting or trip to the store with qualified leads that WILL likely convert to clients!)

• Why you need at least 3 specific versions of your Juicy Introduction perfected at all times

• 3 ways to use your Juicy Introduction that have nothing to do with eating rubber chicken at networking meetings (and how using them correctly can help you climb the floors of business success)

These bullet points raise some important issues although, in my reserved marketing approach, I’d shy away from some words used.

My Thoughts On “Juicy Introductions”

As I explained yesterday, for many years I resisted the idea about having an elevator pitch.

I saw them as cheesy, almost vulgar.

I guess in some ways, in those days, I was “anti-marketing”, arrogantly believing that if you’re good enough, you’ll always have more than enough customers and clients through word of mouth.

Then I saw the light.

As I worked more clients, I came to see them as an essential positioning tool.

People who can’t sum up their business in around 30 seconds and make it sound interesting have a big problem.

It suggests that they are not so clear themselves about some of the big questions of business success – the who, the what, the why…

If you’re in business you need a way to explain what your business does that makes anyone who should be interested ask for more details. You can call it a juicy introduction or an elevator pitch.

If you’ve got the time, I recommend that you listen to the webinar.

I was wrong about the idea of elevator pitches and you could be too.

This misunderstanding could be costing you a lot of money in terms of lost opportunities for new customers and extra sales. I want to stop you making the same mistake I did because it took me more than ten years of owning my own business to get this right.

Elevator pitches are important if you don’t have as many customers as you want

Until a few years ago I thought elevator pitches were slick and sleazy and when I heard a corny expression, it immediately put me on my guard.

However at the same time, I recognised that introducing yourself with your business type has a nasty habit of making the other person turn you into a commodity supplier in their minds.

“I am an accountant (or a printer or a lawyer or a chiropractor…)”

Whatever the job, I assumed I knew what the person did.

The people I talked to did the same to me when I mumbled some kind of explanation of what I did because I was resisting the idea of having a pre-planned “corny” elevator pitch.

I could virtually see their eyes glaze over with a sign saying “I’m not interested” when they may have needed my services.

I bet you do the same when you meet someone new and they introduce themselves in such a boring way.

A better type of elevator pitch

Then I learnt a technique to create a better style of elevator pitch that could be varied based on the situation and the person I was talking to. It made a lot of sense to me and I developed a phrase I was happy to use.

Working with clients, I came to see this short statement as an essential positioning tool that explains how customers benefit in what situation and explains why a business is different to the competition.

Our coaching sessions turned meaningless generalities into meaningful specifics and that clarity of purpose rippled through into all the other marketing the clients did.

The elevator pitch became an acid test into how much thought a client (or any business owner) had given to their marketing.

If they couldn’t quickly and concisely explain what the business was about, I knew there was a marketing problem and the business owner was making it hard for customers to buy from the business.

The full title of this book by Alessandro Forte is

Dare to be Different: How to Create Business Advantage Through Innovation and Unique Selling Proposition

In my review at Amazon.co.uk, I gave it One Star.

Here is my review.

Very misleading title

This is one of the worst titled books that I have ever seen and it is a disgrace that it is being sold with false misrepresentations.

A new version of the book is still called Dare To be Different but the subtitle has been changed to A complete guide for those who want to make it to the top. [continue reading…]

I’ve been reading the book, All Business Is Show Business by Scott McKain and one of the ideas I like in it is the High Concept.

The high concept is a phrase used in the film industry to quickly summarise what a film is about.

Man eating sharks = Jaws

Bomb on a bus = Speed

The high concept puts over the big idea or the plot of the film in a few words and often creates a feeling of excitement or emotion which you’ll get from seeing the film. It gives you a sense of the drama.

“Bomb on a bus” probably gets you to Speed, “bomb on a bus that can’t slow down” is a slightly longer but an even more dramatic summary of the plot.

And “one day to save America”?

It’s my summary of the TV series 24, as we follow the actions of Jack Bauer in real time. I love it and I’m addicted.

I’ve written before of the need to create a short summary of your business idea – What Three Words Describe Your Business?

I said I want you to think of the theme “profit from differentiation” when you think of me.

I’m happy with that positioning since it ties together profit and differentiation.

I’m not so sure that it is my high concept.

It’s an appeal to the conscious mind.

The high concept idea has made me think more about connection to the emotional mind.

I’m currently using ”A business to be proud of.”

It’s the flip side.

A business that is well differentiated in ways that customers value will be profitable.

But because it’s distinctive, special and unique it’s also a business to be proud of.

What’s your high concept that has emotional appeal?

A quick note on Scott McKain.

I have enjoyed reading his books All Business Is Show Business, What Customers Really Want and The Collapse of Distinction and will be reviewing them but there is controversy. Scott talks about his connection to Obsidian Enterprises in the books which has collapsed as it was allegedly financed by a Ponzi scheme. Scott McKain does not appear to have been involved in the dodgy stuff see Ties to Durham haven’t hurt McKain.

Don’t let the scandal put you off. The idea of the High Concept is still very valid.

You need to help your audience to position your business in their minds clearly and uniquely.

If you don’t, either they’ll slot you in as “just like…” or even worse, not even consider you worth remembering.

I was shocked to read the other day that KFC, the fast food giant that used to be known as Kentucky Fried Chicken is to change its slogan from “Finger Lickin’ Good” which is distinctive to “So Good” which is bland and boring.

Even worse, So Good can apply to anything and could be used by anybody.

It doesn’t convey any kind of interesting message at all.

According to KFC, this is a good thing as it can move attention away from the food (mmm) to new areas like their staff. Evidently “finger lickin’ good” is too food-centric according to Martin Shuker, chief executive of KFC UK and Ireland.

The master-plan is to reposition KFC as offering healthier food options.

It’s good that the food is getting better for you as it is scandalous how bad a lot of food is but at least fried chicken and chips never made any health related claims.

The old KFC’s catchphrase came about by accident in the 1950s when a US TV advert showed franchisee David Harman licking his fingers after eating some chicken.

A viewer phoned to complain and manager Ken Harbough, justified the action by saying ‘Well it’s finger lickin’ good.

What do you think?

Is KFC making a mistake replacing “finger lickin’ good” with “so good”?

And if change is needed, can you think of a better, more appropriate slogan?