So you have a thing you make, or a thing you do. And you have this lightbulb flash of an idea. Just the right client, or the perfect next step. What now? You can start taking the elevator again, as often as possible, talking at anyone who will listen. But it helps to figure out first exactly what you want to say—and whether elevators are where you’ll meet the right audience.
A great strategy for coming up with a strategy involves writing things down. In fact, if you ask me, I’ll insist that it hangs on writing things down. And I mean all the things: whatever comes to mind over the course of, say, a week or so. Messy is fine, order comes later (and maybe a neat freak you know can help you with that). If you already have a website, or a sales deck, or a brochure, there’s your handy shortcut. But don’t assume there’s nothing to add. It’s rare that there’s nothing to add; rarer still that there’s nothing to take away—or replace with something simpler or more persuasive.
Anticipate every question someone might have, every reason to hesitate. Think of what they might need to get their colleagues and superiors to sign off on what you’re offering. (That’s why a polished website and slick credentials are so important, even if you leave a great impression in the flesh.) Make it clear whose life you’re making easier or more interesting. Be specific about the ways your thing really is like nothing else out there, or better than all the other things that are sort of similar. Don’t leave out who you are and why you know what you’re doing. If there are ethical reasons to support what you do—if you’re one of the good guys, fighting the good fight—make that clear (business folks might assume otherwise). And consider the poetics of what you do: the spark you first had, your brand’s mission, the values you value most.
I’m serious: assemble your notes. Leave nothing out. Keep repetition to a minimum, but for now worry more about including all the crucial stuff. Use a pen or a computer, or use both. Now’s the time to download all of your thinking. Trust me, it’ll clear your head like a whiff of Tiger Balm.
And then what? Then you go from just getting started to almost being done. Use your notes to clearly formulate simple answers to the basic questions. Sure, some of these answers might be long, because maybe your service is complex, or you’ve had a twisty career, or you’re really verbose about values. But mostly they will be short and clear, because while you were busy collecting all this data, you were also testing your arguments on yourself and honing your sense of what needs telling and what doesn’t.
Here’s an example of a framework you might follow to remix your jumbled notes into a meaningful strategic resource. If you do this part well, most of your brand communication will pretty much already exist.
How do I best define what I’m offering?
Who is my target? What do they need that I can provide? What do they care about?
What is my competition? (Include such non-obvious things as going without.)
What are my advantages? (Don’t hold back.)
What is my philosophy? (Include values, brand claims, and a mission statement if you have one.)
What is the origin story of my brand/product/service? (Please get personal.)
What are my long-term goals?
What is the best action plan for implementing my most exciting objective here and now?
Here is an example of a more concise framework, if you want to speed things up, or you’re at a very early stage with your idea or brand.
I’ve created [this product or service] that lets [this group of people] experience [these unique benefits]. By combining [this feature] with [that feature] my solution answers [this need] without [creating these problems].
And here is some more inspiration for what you might say.
It occurred to me that you might be a good match for a partnership, because many of your customers are precisely my target group, too.
This idea combines my professional experience in [job description] with my dedication to [something else].
Finally, remember that you have something special to offer. A solution someone actually needs. You’re extending an opportunity, not pleading for attention. You want to attract clients and partners that are right for you and great to work with. Be proud of what you’re offering. And be open to walking away from anything that doesn’t give you a sense of optimistic ease.