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Micro-Messaging for Entrepreneurs

March 12, 2010 at 3:37 am in Entrepreneurship, Executive Speaking, PowerPoint by John Freisinger | 2 Comments

Today I was working with an entrepreneur on his big pitch for an investor. He had spent all of his time creating slides and none of his time worried about the message he was trying to deliver. I asked,” If the projector went down and all you could do was try to salvage your presentation with one take-away message to the investor, what would that message be?”

I finally had to stop him after 5 minutes of circular technical descriptions of his “revolutionary” device.

Could you create a 10 word tagline that captures the essence of what you are promoting? Could you do it in 140 characters? If not, perhaps you do not fully understand the value you bring to the discussion.

2 Comments

  1. kim grady May 3, 2010 at 12:12 pm

    In the age of Twitter, the short, concise message has become an art, this is true when conveying a novel or unique idea as well. That is what you are saying here, right.

    What tips might we give to our student entrepreneurs to assist them with doing this? My first impression is the old newspaper formula: tell who, what, when, where, how, why. Does this formula hold for accomplishing what you have put forward here? Or is a better formula: what the innovation is, what it does, what it impacts.

    Very good idea for a learning activity for the funding process, even marketing, I would think.

    • Administrator May 3, 2010 at 1:30 pm

      Kim,

      You make a great point. The key to effective micromessaging is to talk about the impact on the audience as quickly and concisely as possible. The traditional “Who, What, Where, etc.” could be contained in a longer message but relevance has to be established in a micromessage immediately.
      We had a great example of this with the recent drilling rig explosion in the gulf. One tweet I saw simply said, “Oil slick grows. Threatens US largest wetlands.” Severity, impact, relevance all in fewer than 50 characters.
      For enterpreneurs the idea is to lead with the impact the solution creates. No one cares what it does, the care about what it solves. If you can’t excite some one with the problem it solves, no one will ever care about how it works or who is developing it.
      I just wrote an article about this for Innovation Magazine. Check it out here.

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