It doesn’t matter how good what you have to offer is if you can’t communicate it to your audience
Here are some simple techniques to put some more bite into your proposition and bring to life what you have to offer increasing your chances of having your audience say yes.
Focus on the outcomes that your audience will receive from a relationship with you (increased sales, awareness, loyalty, engagement and reduced time, costs, energy) rather than just the features that you offer (tickets, hospitality, signage)
Focus on delivering key messages; too much information will dilute the impact of the key points that you are trying to convey. What are your key messages?
A picture tells a thousand words; use visuals to reinforce your written and verbal messages
Provide relevant facts as evidence to support your case
Where appropriate, use emotive pictures, stories, quotations, testimonials and examples to generate an emotional response
Help your audience to clearly see the path that you are asking them to travel by providing a timetable of activity from this moment on
Help your audience to relate the opportunity to their own needs by providing examples of how what you offer has benefited others in a similar situation – people who had similar needs
Emphasise points that are relevant to your audience, for example, a sales manager will probably be more interested in the impact on sales targets, the HR manager the impact on employees, the accountant on whether the figures are robust and stack up and the marketing manager on the impact on the brand.
So next time you’re trying to communicate what you have to offer, take a moment to consider how you can give your proposition a little more bite and achieve the best possible outcome for your organisation