How To Communicate Yourself As A Startup
So firstly, a quick note on why every entrepreneur must take this seriously.
As a startup, you rely on trust. The trust others have in your abilities to help them, provide them with services, be reliable, and a lot more. Trustworthiness sets you apart and gets you business.
So of course, how you communicate why you're the one to trust could be a make-or-break thing. This article gives you some quick simple communications to create and have prepared ahead of time, and they'll inevitably help you build your trust.
Having a core message, and turning it into really solid, clear, and consistent communication that you can use when speaking to people or presenting yourself, will help you build that trustworthiness, as well as generally let potential customers know exactly who you are and why they should buy from or work with you.
Modern life is fast-paced, and people are busy. You have just a few seconds to make a great first impression. Your communication must be clear, concise, and compelling—all within ten words. That's where your value proposition, or core message, comes in.
Step 1: Crafting Your Core Message (Value Proposition)
Your value proposition is a succinct statement that conveys why someone should choose your business over others. It should quickly identify the problem you're solving (the villain) and position you as the solution (the hero).
Why Keep It to 10 Words or Less?
Short and impactful messages stick. The fewer words you use, the more memorable your message becomes. Some effective examples include:
“Tap the app, get a ride.” (Uber)
“Save money without thinking about it.” (Digit)
“Make your website better instantly.” (Crazy Egg)
Each of these examples identifies a problem and presents the company as the solution in a way that’s easy to remember and compelling.
Pro Tip: Crafting a great value proposition can take time. Don’t be surprised if it takes days of refining to create a concise, effective message. It’s worth the effort to get this right.
Step 2: Developing Your Elevator Pitch
Now that you’ve nailed your value proposition, use it as the foundation for your elevator pitch.
What is an Elevator Pitch?
Imagine you’ve just met your ideal customer, investor, or mentor in an elevator, and you have about 25 seconds—or 75 words maximum—to impress them. Your elevator pitch should:
Grab Their Attention: Start with your value proposition.
Introduce Yourself: Briefly tell them who you are.
Establish Your Credibility: Mention relevant experience or notable clients.
Include a Call to Action (CTA): Suggest a next step or express interest in further discussion.
Example Elevator Pitch for Creative Warehouse:
“We solve all your communication problems, with style. Creative Warehouse has supported startups, established companies, and organizations, including Arm, the University of Cambridge, the Department for International Trade, and Google. I’m Simon Hall, Director of Creative Warehouse. I’d love to chat more—here’s my card.”
Key Tips:
Use your value proposition as the hook to grab attention.
Be calm, authoritative, and concise.
Remember, it’s not just about selling your business; it’s about selling yourself. Confidence and clear body language matter.
Step 3: Optimizing Your Website
Your website is your digital storefront, and much of the groundwork for it has already been laid by developing a strong value proposition and elevator pitch.
How to Make Your Website Work for You:
Highlight Your Value Proposition: Make sure your core message is prominent on your homepage. People should immediately know they’re in the right place.
Build Credibility: As in your elevator pitch, quickly establish your credibility by showcasing testimonials, client logos, or key achievements.
Keep It Concise: Modern websites should be text-light and image-heavy, especially since most visitors will view your site on mobile devices. Resist the temptation to overload it with text—less is more.
Focus on Engagement, Not Direct Sales: Startups rarely sell directly from their website. Instead, focus on creating intrigue and encouraging potential customers to take the next step, such as reaching out or signing up for more information.
Include Essential Elements: Feature your team, highlight your key products or projects, and make it easy for visitors to get in touch with a floating contact button or form.
Final Thoughts: Communicating Like a Pro
By crafting a compelling value proposition, developing a strong elevator pitch, and optimizing your website, you’ll be well-equipped to communicate effectively as a startup. This will help you build trust, establish credibility, and make meaningful connections with your target audience.
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About Seven
Hey friends! I’m Seven - I write about challenges and opportunities affecting leaders across business. I release a weekly newsletter and a podcast, helping folks understand the leadership journeys and challenges out there, so we can better understand our purpose, place, and potential. The goal: to learn about what it means to be a leader, to support leaders, to find leaders, and to discover the leader within.
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