Inscrit le: 21 Sep 2017
|Posté le: Jeu 1 Fév - 10:52 (2018) Sujet du message: Know what you’re really selling
People, someone famously said, want holes not drills. QVC, the cable shopping network, doesn’t sell jewelry and self-help books; they sell things that will make you prettier, smarter or richer. Steve Jobs doesn’t sell computers—he sells bikes for your mind.
If you’re a CEO announcing a new product, an entrepreneur trying to convince investors, a sales person trying to close a deal, or a business person trying to explain what your company does, you have to do more than just deliver information.
Understanding what you really want people to take away is the first step. One way to focus on the essence of your story is to ask yourself, “Who cares?” or more to the point, “Why should they care?”
Most people scrape together some data, put it in some chronological or hierarchical order, shovel the material onto PowerPoint slides, and then drone through the presentation as if the power of the slides will make their point.
Like a so-called elevator pitch, if you can’t explain your point in a few words, if you can’t draw the idea on a napkin, if you can’t explain it simply, then you don’t know what you’re talking about. And neither does your audience.
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