Ever stand with someone you’ve never met when at a party, a trade show or just meet someone in the hallway?
We all have.
And then that person opens his or her mouth and spends a boring two minutes describing their business to you? Leaving you wondering how much of that you got and how much you might retain?
We all have. So, here’s the antidote to prevent you from becoming “that” person.
Describe the business in ten words or less.
I am constantly surprised when speaking with entrepreneurs and CEO’s who act puzzled and a bit flustered when I ask, “So what is your mantra? Tell me about your company in ten words or less.” Almost everyone begins a long explanation of their business that is nearly impossible to follow, let alone recall a few moments later.
The easy way to lose an opportunity
And each lost an opportunity to tell their story in a memorable way that has power and boosts their enterprise value in the minds of the listener. I recently spent fifteen minutes in front of a table-top display, attempting to coach an entrepreneur who repeatedly tried to state why his business was better than a competitor (one I didn’t recognize) and never explaining what it was that he did.
You only have seconds to do it or lose
In explaining what you do, and what you do better than the other company, you have seconds—and only seconds—to get your image across into the minds of your listener. The best way to do this with a young company without name recognition is to appropriate the image of another, known company, to invoke the quick mental understanding of what you do.
Some examples of excellent mantra
“We are the Skype of moderated Internet broadcasting,” evokes immediately the mental picture of a company that provides a platform for broadcasting town hall meetings or large group gatherings over the Internet, much as Skype does with one-to-one video connectivity.
Yet, if you took the time to describe the company with that longer description after the quotes above, you’d lose many of your listeners with too much detail and too many words. With the short description evoking the image of a known company, the listener immediately grasps enough to engage in a discussion—or at least walk away and be able to repeat to another the main thrust of the business.
So, that’s a mantra?
That’s a mantra: a short, quickly understood picture of your business in just a few words, often using the name of a well-known company or process to complete the picture-story.
Count the seconds
You have only seconds to make a first impression. Your mantra is the ticket to entrance into a longer conversation. It is often the most powerful but inexpensive marketing tool a young company has to offer. And it is often extremely difficult to craft effectively in just a few words. So, what is your mantra?