context

What do you do?

We have all been at a networking event, a dinner party, or a conference, and someone asks the inevitable question: "So, what do you do?" Suddenly, your mind goes blank. You either stumble over your words or launch into a long, winding explanation that leaves the listener confused.

If you struggle to articulate your value quickly, you need a structure that is easy to remember under pressure. Next time, use this simple rhyme to guide your pitch: Name, Same, Fame, Aim, Game.

Here is how to use it to craft the perfect introduction.
1. Name: Who you are or your business
Start with the basics, state your name and the name of your company clearly.

2. Same: A simple description
This is your anchor. Use a category that the listener already understands, give them a box to put you in so they have context for what comes next.

3. Fame: What makes you different
Now that they know your category, tell them why you stand out. What is your unique selling point? What specific problem do you solve that others don't?

4. Aim: What you are working on now
Bring the conversation to the present. What is your current focus? This makes the pitch timely and gives the listener a hook to ask follow-up questions.

5. Game: Your bigger vision
End on a high note. What is the ultimate goal of your work? This shows passion and long-term thinking.

How to influence perception?

Positioning plays a crucial role in defining how a product stands out in the market by delivering specific value to a well-defined group of customers. I think it's essentially about creating a distinct place in the consumer's mind where they perceive the product as uniquely addressing their needs or desires. Starting a conversation with a customer by discussing product positioning is strategic because it sets the stage for understanding the product's relevance and differentiation. By shaping the consumer's perception and expectations, product positioning provides context that answers fundamental questions:
–      What is the product?
–      What does it offer?
–      And why should the customer care?
This context is essential for customers to grasp the value proposition and make informed decisions about whether the product aligns with their needs and preferences.

The hard part is getting it done

getting-things-done.jpg

The difference between getting noticed and being ignored lies in providing the right content and context for the right audience, the hard part is getting it done! Too often marketing comes at the end of the cycle in creating something, I think marketing is an intentional act and therefore should be integral in the creative process. We should say at the beginning - for people who believe this and want that - I am bringing you something that matches what you believe and helps you get what you want.

Send me an e-mail if you are interested in figuring out how to be honest in the following way:
If I was one of these people who believed in what I say and I knew what I know about this thing, would I buy it? And if one of the people you are speaking about does buy it, would they tell their friends?