Problem / Promise / Proof in Pitch Coaching
•Download as PPTX, PDF•
3 likes•1,752 views
Presented at the DC Web Women event on Entrepreneurship on June 15, 2015 in Washington DC by Carla Brown for Press the Go Button
Recommended
More Related Content
What's hot
What's hot (15)
Viewers also liked
Similar to Problem / Promise / Proof in Pitch Coaching
Similar to Problem / Promise / Proof in Pitch Coaching (20)
Recently uploaded
Recently uploaded (20)
Problem / Promise / Proof in Pitch Coaching
- 1. Problem / Promise / Proof in Pitch Coaching Carla Brown, Press the Go Button
- 2. Today: Tools Message clarity is our first priority. If you’d like info on research & delivery phases, let’s chat after.
- 3. How I Do Pitch Coaching & Product Messaging Innovation Engineering transforms innovation from a random art to a reliable system. It delivers increased speed (up to 6x) and decreased risk (30 to 80%).
- 4. Meaningfully Unique Meaningfully How it solves a real person’s problem Unique Why your venture is different Because if you are not meaningfully unique, you better be cheap
- 5. Blue Card Tell the story of WHY it is VERY IMPORTANT to focus the energy of your organization on a specific mission. It should be so clear that employees would know what to do if they received no further direction.
- 6. Innovation Pipeline Create Define Discover DeliverDevelop 5% investment 95% investment When you are pitching, you should be here
- 7. Yellow Cards • Customer • Problem • Promise • Proof Youtube
- 8. A Customer or Audience • Specific • What is their current state of mind / motivation? • Why are they worried about their problem? Nicolai Berntsen, Unsplash
- 9. Your Customer or Audience’s Problem Schlomit Wolf, Unsplash • Written as a question to the customer • “Do you dream about making a difference in the world, but don’t know how to get started?” • Their BIGGEST or MOST FREQUENT problem
- 10. Your Promise • Directly mirrors the problem – solves ONE problem • “Our product will help you make a difference in the world by increasing your ability to get started by 100%.” • Must have numeric promise
- 11. Your Proof • “Kitchen Logic” – how it works, like a recipe • Explain HOW you deliver the promise • Easy to understand for people unfamiliar with your industry
- 12. Secondary Proof • Testimonials, Awards, Partnerships • They “sweeten” the pitch but should come after kitchen logic
- 13. Getting Feedback on Your Draft Pitch Find someone unacquainted with your pitch & ask them to: • Circle what they like • Cross out what they don’t like • Underline what is unclear Doug Robichaud, Unsplash
- 14. Thank you! I’m happy to coach you with your next pitch, presentation or product messaging project! Carla Brown Press the Go Button Pressthegobutton.com twitter.com/pressgobutton
Editor's Notes
- Use methodology called Innovation Engineering & I am an IE Black Belt. Our goal is to help an organization’s leadership have vision clarity, then work with the whole team to set up an innovation pipeline.
- The goal of Innovation Engineering is to get meaningfully unique products to market faster. We have shown we can increase speed to market by six times.
- In a minute, I’m going to ask you to write a few sentences for your Blue Card. If you are the leadership of that organization, you can actually decide this. If not, imagine you are the leadership of your organization and what you would set as the mission. This should be – if we don’t work on this, we won’t exist in a few years. Or if we work on this, we will be the most amazing company or non-profit in our field. So for example, in the narrative of Press the Go Button, the mission is to give our clients the tools to do the right thing for their companies, to fulfill their mission in unexpected ways. Our tools mitigate the risks of doing things differently and our process keeps things clearly on track. So if I start taking clients and just fulfilling whatever they ask for and not helping them to take courageous actions, I would not be fulfilling my mission. So take a minute to write a few notes about the mission of your venture. Then we’ll pair people up to share what they have.
- Innovation Engineering takes you from that blue card mission, to fuzzy ideas, to very clear researched ideas, and prototyping. Before you pitch, you should have completed the first three steps of this process. In a pitch, you are asking for that 95% of the investment that you need to get to Delivery. There are tools that I use at each of these steps to ensure my clients are creating the most meaningfully unique ideas.
- You can have only one Blue Card, but you can have hundreds of Yellow Cards. You can write a new one every day if you want. They are the fuzzy shapes in your pipeline. Here are the components of the Yellow Card: a customer, their problem, your promise to that customer and your proof. You can work on these items in any order, but let’s start at the top and see how it goes. You can always go back and refine.
- The more specific, the more likely your marketing messages will resonate and you will know where to go find them for marketing.
- At this point, you would always check with your customer about whether your problem language resonates and that the problem is their BIGGEST or most FREQUENT. BIGGEST – a car seat failure – life & death issues MOST FREQUENT – icky public washrooms – happens every day We use a very simple customer survey to confirm the problem.
- Must solve the actual problem Must be numeric Most solve one or at most two problems How do you make things numeric? Gathering before and after data of usage of your product