How clearly do you describe your business?

One of the most difficult things in networking is adequately describing your business so that your listener’s eyes don’t glaze over. With some networking groups you only get 60 seconds to give your pitch, which is actually a blessing in disguise. It makes you concentrate your mind on the most important parts, enabling you to condense your ideas into a few concise and well-chosen words.

But be aware of speaking value to your audience. Waffling on about unimportant details will cloud your description and waste your opportunity. Pin-point the areas that concern your customers the most, analyze exactly what they need in this present economic climate, and once you’ve understood their pain, offer a solution that cannot be ignored and highlighted as your USP to stand above your competitors.

For example, I wish to bring to your attention the importance of good design in promotional literature. There are various elements which are ignored because they are either considered as ‘old fashioned’ or are not properly taught, as they require what is termed as ‘having an eye’ for placement and positioning of text and images.

Today’s world is forever getting faster, and our brains haven’t time to stop and analyze subjects at length like they did 20 years ago. Concepts need to be understood in a nano-second, and this recognition will either result in taking action or being rejected. Multiple promotions are required to drive a message home, usually in various methods to avoid repetition, as on-the-spot decisions or reactions are rare.

The main element is the importance of margins. The eye needs to be navigated towards its passage across the page, guiding it to the relevant areas to aid comprehension. This cannot be achieved if the margins are too narrow or non-existant (as with bleeds and images set outside of grids) as is the wont with many ‘modern’ designs. Misunderstanding the use of ‘white space’ and therefore cramming in as much information as possible into the space will not enable the reader to fully understand the message and another opportunity will be lost.

In marketing terms, this concept could also be stressed by not having too many words in your promotional literature. The old adage ‘less is more’ results in summarising your message into a concise select number of words or phrases, especially if they have a ‘benefits’ bent rather than ‘features’, and will enable skimmers and scanners to ‘get’ your point quickly in this fast moving world of ours. They maybe will be able to retain the information somewhere, and remember the concept when it is presented to them again soon afterwards. Don’t expect instant recognition or action, people need to be coerced or seduced into your way of thinking, all aided by expert design and pin-pointed copywriting.

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