You haven’t told your story until someone else can tell it.
The inventiveness and ingenuity of entrepreneurs never ceases to amaze me. Their ability to see a problem where others don’t, and to create solutions that others can’t is why I’m involved with the Missouri Venture Forum. Our work to support these trailblazers is what excites me most about the work we do.
Last month, I attended the ‘Start-Up Connection’ where local entrepreneurs presented their business ideas to anyone who would listen; potential investors, possible partners, future employees, and service providers.
What struck me most as I walked through the exhibit hall wasn’t the inventiveness and determination of the presenting companies, it was their inability to tell their story simply.
Don’t get me wrong…I’m no genius (and there is plenty of documented proof to support this), but there were several times when I tried intently to understand a presenters idea, and came away completely empty.
- were they too technical with me?
- were they too vague with their product?
- did they not demonstrate the need in the marketplace for their new ‘mousetrap’?
These were talented, enthusiastic entrepreneurs with great ideas and many of them will be wildly successful. They were skilled at employing or creating new technology and capitalizing on trends in the marketplace…but most would have benefited from some good old fashioned storytelling.
Often times when somebody tries to teach me something, I have to repeat it back to them, to make sure I understand. It often starts with…”let me see if I get this right…” and I try to repeat what I’ve just heard. This way, there’s little chance of miscommunication. If I’m wrong, they simply correct me, and we repeat the process until I understand what they’re trying to tell me.
This process works great when both parties have the time to talk on-one-one. Unfortunately, this isn’t the case during trade shows in exhibit halls. Passersby need to understand your message quickly…or they simply move on.
Many presenters fell into common traps:
Processezzzzzz. There’s a time and place to get into the detailed minutia of your company’s processes. There are definitely times when this is appropriate…a trade show banner is not the place.
Feature Focus. Nobody has ever bought a feature. Not once. Ever. People engage emotionally with value, utility and satisfaction.
Many companies used too many words (and jargon) and too few visuals (or the wrong visuals).
Remember, people can only tell your story if they understand it.
The secret formula: Hooray for Hollywood
There’s no reason to re-invent the wheel. Think of yourself as a movie producer. What will be interesting to the audience? What do they care about (market potential, return on investment, social good)? Can they identify with the characters (your business)? Do they see the potential? Can you make it heart warming, visually stimulating, funny?
Will they pay to see it?
OK, there is no secret formula, its common sense really:
Start your story with the landscape or current situation. Give them some background on the ‘big picture’.
Consider the audience, and tailor the message appropriately.
Use foreshadowing to show them the solution. Determine what the perfect world looks like for them, then reverse-engineer the ideal future. Demonstrate how they get from where they are to where they can be. Literally draw a map for them.
Tell related stories, hand-picked for your audience. Not boring case studies, but stories.
Go ahead and end the story with how they get started. Make it easy for them with a simple call to action.
Remember to keep it simple, and once you find out who you’re talking to, have key messages that resonate with them.
Tell your story simply and well…and it will spread like wildfire.
