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perfecting your elevator pitch

If you need a skyscraper to get your "elevator pitch" out during the ascent, you might need a new elevator pitch. The best elevator pitches can be told in a 4-story building. If it takes thorough detailing to explain how you are different, you may have stopped short in clarifying your positioning to yourself. Let's see if we can help.
Author

Moose

category

marketing & branding

perfecting your elevator pitch

the Feynman Technique

One of my favourite techniques to help guide our efforts is the Feynman Technique.

The idea is that you truly understand a concept when you are able to teach it to a 12 year old. Someone that has a grasp of language, but can also spot illogical twists in arguments. Richard Feynman was one of the world's most influencial scientist's. What made him different was that he conveyed scientific concepts in a way that his peers did not. A way that people like you and me can understand.

If you can't capture what makes you different clearly and succintly, you either don't have a strong positioning or you are struggling to capture it. The challenge isn't stating what you do or who you do it for, the hard part is how you are unique from other experts in the space.

what positioning looks like if you don't care about differentiation

NewCompany Masters the Brand Positioning of Ambitious Companies

The statement captures the two things that is needed in a positioning statement: what you do (brand positioning) and who you do it for (ambitious companies). But it stops short of distinguishing you from other companies who could also claim the same thing. If there are more than 200 competitors in your geographical location, then you aren't being specific enough. All marketing firms will say they do brand positioning and every prospective client will be self-identifying as ambitious, even though in most cases it wouldn't be true.

horizontal positioning vs vertical positioning

Here is a good time to differentiate between horizontal and vertical positioning, and how the two correlate with eachother when creating a positioning statement. The "what you do" part of the positioning statement is the horizontal part, while the "who you do it for" is the vertical.

Here is an example of a vertically positioned firm:

Branding for B2B Tech

It’s focused on doing a broad thing for a very specific vertical niche.

An example of a horizontally positioned firm looks like this:

Crafting Progressive Web Apps for Digital-First Companies

It's focused on doing a very specific thing for a broadly defined set of companies.

the gold

When you combine vertical and horizontal positioning in your statement, this is where you have something special. Your positioning is virtually unassailable Here's an example:

Empowering Health Nonprofits to Build Engaging Digital Platforms that Improve the Lives of People

In this example, the lead is vertical (health, but even more specifically, non-profit health) and the secondary is horizontal (digital platforms versus native mobile apps or social media or public relations or whatever).

Those are examples of the statements that you could use in a one-story elevator ride and adequately convey what you do, for whom, and how it’s unique from all the other "sea of sameness" who can’t muster a proper statement.

the advantages of strong positioning

There are a lot of nuances and generalizations in what was discussed, but I hope that these basic funadmentals will help you create an elevator pitch for your gaming organization, that can properly address each aspect of the statement. Some of the benefits of this are:

  • It’s easier to craft a marketing plan because you know who to target and what they are losing sleep over.
  • It’s easier to justify a pricing premium because you’re mastering the supply/demand equation.
  • The focus of your work will make it easier to see the deeper patterns and do better work.
  • Client relationships will more closely resemble each other, delivering greater efficiency and closer adherence to effective processes.
  • You’ll know more specifically who to hire to fulfill the promises you are making. Prior experience will be a more important ingredient.
  • You are far more likely to sell your firm some day to a buyer who values the decisions that you have made. Otherwise you’re just selling capacity, which isn’t all that valuable.

Need some outside help positioning your organization? Feel free to reach out.

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