No matter who you are, however shy, extrovert, socially inept, introvert, melancholy etc, the fact is, deep down we all love having pleasant conversations and feeling connected and most importantly, feeling heard.
That is why, I love helping founders like you effectively tell others what you do – and make them feel similar interest and respect for your business as you do.
That is why, pitching.
Pitching, as I’ve said 7846 times before, is not just pitching to an investor. In fact, that’s not even the major focus. It’s about customers. Getting people to genuinely smile when they hear about your work.
Pitching / Business Storytelling are not aimed at getting you money – they are aimed at starting a conversation, and if you do that, you’ve got money coming in soon! 🙂
Your business/your project is your baby. You love and nourish it and others just get to judge it.
But it may not always be like that.
You can allow others to connect with your baby better and understand it better.
…I realized that so many social startups face a challenge and the worst part is they don’t even realize it’s a challenge.
Yet it remains the most important (missing) part of their business story, or ‘pitch’.
What they miss out on is the impact of their work.
When you are selling a cause, you don’t need the rotten ‘features-benefits’ conundrum anymore.
You need the IMPACT part.
Most social startups just don’t realize how this is what changes everything about their pitch.
Yes, you explain the problem. Yes, you say what you do. Yes, you say what results you’ve got so far. But what about the impact?
When selling a cause, you are convincing an audience of something that most likely isn’t their problem and if it is, they have stopped looking at it as a problem.
Most likely also, there are 5000 different ways of solving this problem.
Impact is the part where you dispel doubts about you’re not doing this just to be good.. you’re doing this
- because you understand that issue and the factors involved in it,
- because you understand how your plan will look like in the next few months and years,
- that you know how your plan will actually benefit the beneficiaries,
- that you’re not just acting out of a melted emotional pained heart,
- that you really concern yourself.
Explaining how it will work can have 2 aspects: the process and the effect, and the reason the effect will work.
Most pitches/copy has the process and the expected result.
What people get sold on is why that process will have that effect.
Explaining why it will work will remove scepticism that you might be doing it because of a whim or because you’re copying some other previously tried model. It’s not an attempt you’re making with your social business, but a calculated, well thought-out, understood step.
That’s why, please explain the impact.
Not what you think might happen but what you want to cause to happen.
And that you have reasons on which you can base your belief.
And that you’ve seen some (or a lot of) proof of it already.