I am constantly surprised when speaking with entrepreneurs and CEO\u2019s who act puzzled and a bit flustered when I ask, \u201cSo what is your mantra?\u00a0 Tell me about your company in ten words or less.\u201d\u00a0 Almost every one begins a long explanation of their business that is nearly impossible to follow, let alone recall a few moments later.<\/p>\n
And each lost an opportunity to tell their story in a memorable way that has power and boosts their enterprise value in the minds of the listener.\u00a0 I recently spent fifteen minutes in front of a table-top display, attempting to coach an entrepreneur who repeatedly tried to state why his business was better than a competitor (one I didn\u2019t recognize) and never explaining what it was that he did.<\/p>\n
In explaining what you do, and what you do better than the other company, you have seconds – and only seconds – to get your image across into the minds of your listener.\u00a0 The best way to do this with a young company without name recognition is to appropriate the image of another, known company, to invoke the quick mental understanding of what you do.<\/p>\n
[Email readers, continue here…]\u00a0\u00a0<\/em><\/span> \u201cWe are the Skype of moderated Internet broadcasting,\u201d evokes immediately the mental picture of a company that provides a platform for broadcasting town hall meetings or large group gatherings over the Internet, much as Skype does with one-to-one video connectivity.\u00a0 Yet, if you took the time to describe the company with the longer description above, you\u2019d lose many of your listeners with too much detail and too many words.\u00a0 With the short description evoking the image of a known company, the listener immediately grasps enough to engage in a discussion \u2013 or at least walk away and be able to repeat to another the main thrust of the business.<\/p>\n That\u2019s a mantra: a short, quickly understood picture of your business in just a few words, often using the name of a well-known company or process to complete the picture-story.<\/p>\n You have only seconds to make a first impression.\u00a0 Your mantra is the ticket to entrance into a longer conversation.\u00a0 It is often the most powerful but inexpensive marketing tool a young company has to offer.\u00a0\u00a0 And it is often extremely difficult to craft effectively in just a few words.\u00a0 So what is your mantra?<\/p>\n","protected":false},"excerpt":{"rendered":" I am constantly surprised when speaking with entrepreneurs and CEO\u2019s who act puzzled and a bit flustered when I ask, \u201cSo what is your mantra?\u00a0 Tell me about your company in ten words or less.\u201d\u00a0 Almost every one begins a … Continue reading