10. What is Sales
Messaging?
Your sales message is your pitch,
where you make your case to
stakeholders to convince them of
use your product.
Mr.
Progress
14. Without
us...
users will continue to struggle to find
information online.
travelers will continue to struggle to book
affordable flights through travel agents.
.
people will continue to struggle to store their files
when their hard drive is out of space.
.
humans will continue to struggle to connect
with friends, family, and colleagues.
Mr.
Progress
15. Mr.
Progress
Two-Part
Exercise
With us [customer segment] will
be able to [unmet need] and
benefit by [unexpected benefits]
because [our product or service]
can [attribute A and attribute B].
UNMET NEEDS UNEXPECTED
BENEFITS
1. 1.
1. 1.
1. 1.
1. 1.
1. 1.
16. Pitch
Mr.
Progress
Without us, [customer segment] will
continue to struggle with [unmet need].
. . .
With us [customer segment] will be able
to [unmet need] and benefit by
[unexpected benefits] because [our
product or service] can [attribute A and
attribute B].
30. Don’t know where to start?
Do a breakdown of each customer segment that touches your
product or service.
Label each customer segment + Write out what problems your
company is solving for each of these segments.
For example: Maybe your company services job applicants and
companies, but partners with universities and governments.
Mr. Progress
32. Messaging for
Investors
What’s the
Company Vision?
Express the long term
vision of the
company. Where will
the company be in 10
years?
Why you?
In the earliest days,
you’re selling the
team. Why is your
team the right group
to get the job done?
Why Now?
Show investors why the
time to invest is now. Be
it market forces,
upcoming opportunities
or leveraging FOMO,
your goal is to drive
action.
Mr. Progress
34. Messaging for Press
Provide Substance
Lead with data. Give
journalists access to
fresh data and new
context on your
company.
Demonstrate Your
Relevance
Understand how you
fit into the bigger
picture: trends,
movements, news,
etc.
Show Them Your
Story
What is interesting about
your company and your
team? Why is your story
worth covering? Prepare
several pitches for
various angles.
Mr.
Progress
35.
36. Messaging for
Employees
Sell Your Shared
Vision
Why does this
company exist? Why
is the company
meaningful?
Start the
Conversation
Recruitment is a two-
way street.
Provide a Glimpse into
Your Culture
Align on company values
Mr.
Progress
37.
38. Messaging for
Websites
Be Intentional
Take advantage of
limited space and ask
yourself, “What is the
purpose of this copy?”
Include Clear CTAs
Increase conversions
for your website (Ex:
sign up, learn more,
get started today)
Be Informative and
Clear
Educate your visitors on
what you do.
Mr.
Progress
39.
40.
41.
42.
43.
44.
45.
46. Get access to messaging
framework
Email me at
shannon@mrprogress.com
Editor's Notes
Hey guys, thanks for having me here. Super excited to give this talk. I’ve seen 100’s of startups grow (and fail) and there’s no question that your sales messaging is a fundamental piece to whether or not your startup makes it. I’ll be talking for about 40 minutes, and we’ll save some time for Q/A. I’ll also be available to talk 1:1 this week. Alright… Let’s get started.
Think back over this past week at EIA. Was every opening pitch you heard amazing? I would guess… probably not. In fact, I would guess most of them were not amazing. Turns out, this is always the case. the reality. people aren't always great at presenting their sales messaging for their startups. And this makes it challenging to get customers, press, users and yes, even investment. People make decsions about whether or not they like your idea in the first two to three sentences. Today this talk we are going to walk through the fundamentals on how to nail your sales messaging.
To give you a bit of context: after graduating Stanford I spent some time in VC, one of them was with a VC called founder.org. Founder.org was an early stage fund that invested in ONLY, literally ONLY student founders and recent grads. We invested in ~100 companies. The Managing Partner of the fund, Michael Baum, sold 7 companies and IPO’d his last one for $8 Billion, so he’s considered a bit of an expert on the early stages. The one thing he made EVERY SINGLE company that pitched us and every company we invested in get right was their sales messaging, or your “alternate future” as he called it. It was the most critical component of starting up, and if you didn't nail your sales messaging, we wouldn’t invest… Now, it’s not just for investmnet, sales messaging is fundamental to your startup, and you’ll see why. Last thing on the intro before we jump in, since VC, I’ve been working with startups
Like these ones. These days, through my company, I serve as a consultant. And sometimes as an external CMO, for a number of startups. Almost all of my clients are based in Silicon Valley, and the vast majority have raised between $1m and $100m in funding. And I can honestly say that one of the big differences between the winners and the losers, is their sales messaging. Some of my clients are rather well known, Jawbone, Coach, Visa, and others have recently launched. But the thing that ties them together is the successful ones almost always have a clear vision and introduction
Marketing is always evolving. But more importantly, your company is always evolving. Your sales messaging isnt just at the early stages, At Mr.Progress, my firm, we work very closely with founders and CEOs on this sort of stuff. In fact, I spent last week in the office working with the CEO of a company that has raised $100M –and we were working on this exact thing. My job working with these startups is literally 10x easier when a company has their sales messaging right. If they don’t have it, this is the first thing we work on together and its one thing we frequently come back to. So without further ado, let’s jump in.
Alright guys lets take a very simple example of sales messaging. Everyone’s Private Driver. Do you guys know what slogan this is? Shout out it you’ve heard it before
Yes you’re right it’s Uber. Let’s take a look at why this message is effective and why it’s so powerful
Every good sales message identifies the target audience. You must be able to identify who you’re selling to or who uses your product in 2-3 words. For uber is obviously a very well known one, and they declare everyone