Prior to setting up Find Get Grow I was a marketing director. If someone asked me what my title was, I would tell them and 9 times out of 10 they would then ask, so what do you actually do?
Now I could have answered this next question by listing the typical things I would do in my working day – from agreeing strategy, running workshops, writing proposals, to implementing various marketing initiatives such as email campaigns, events, website development, reviewing CRM processes, meeting with legal teams to discuss marketing etc. But that wouldn’t have helped them. That simply would have told them about how I spend my time and how I go about the implementation of my job and quite frankly, they’re not really interested!
What they want to know is what I help my clients do or achieve and that is to find, get and grow clients through ‘better’ marketing. When I give this answer to the question ‘what do you do’ it is clear what outcome I achieve for clients and the conversation immediately turns to how do I achieve this? This is a conversation I want to have as it lets me explain my approach, my philosophies and my results without getting bogged down in the implementation details that can distract.
You need a clear and concise ‘pitch’ to communicate what you do to clients in language that is focused on helping them. Sometimes we will only have up to 140 characters or 5 seconds to convey our pitch, whereas other times we will need to elaborate and go into more detail.
Using a ‘how do you like your steak cooked’ analogy I relate this to the 3 pitches you need to develop:
The rare pitch – no more than 140 characters and 5 seconds in length to communicate - great for twitter and for that quick passing conversation when someone asks what you do.
The medium pitch is the expanded pitch that gives you a minute to explain what you do in more detail.
And finally, the well-done pitch is the full on 10 – 20-minute pitch where you can provide much more detail and specific examples.
All pitches have the same start point. They should be focused on the outcomes you are achieving as opposed to your title or an explanation of what you do. So, my ‘rare pitch’ is:
Using my extensive sector experience, I help law firms to
find, get and grow clients by doing better marketing.
There are 3 core elements to a well-constructed pitch:
Your story – what is it that is special about you (be passionate, be genuine)?
Your business story – what problem are you solving?
Your customer story – relate what you can do to them / their business (crucial).
Expanding on these points I can now develop this core message into as long or short a pitch as is appropriate, expanding on each element as appropriate.
Whilst it is the shortest of your pitches, the rare pitch is the hardest to draft. To refine your pitch down to no more than 140 characters takes some careful drafting and refining.
By approaching your pitch with the 3 questions above you will be able to refine your pitch and have an appropriate answer to the question, 'so what do you do?', every time you are asked.