For any entrepreneur, at any stage in their startup journey, a key skill is to be able to effectively communicate your idea – whether it’s to an investor, a visitor to your website, or even your mom.
Yet many CEOs assume that their passion for their product will magically translate into a coherent and compelling explanation, one that wins customers over left and right, with little to no effort on their part.
Wrong. There is such a thing as being too close to your business, and it’s a mistake that often leads to long, rambling, confusing descriptions, in which your audience drifts off somewhere in the middle. And if they don’t get it, your startup will flop before it’s even began.
Put a little thought into how best to tell your story, and you’ll never meet a blank face again.
Here are a three approaches to set you off on the right foot.
- The One Sentence Rule
According to entrepreneur, Harrison Weber, you should be able to explain your startup in a single sentence. Why? “It means your company actually exists for a reason, because you realize your purpose at its very core.” That’s it, no exceptions.
“This isn’t even about saving busy VCs time or the declining attention span of society,” Weber adds. “The truth is, saying something in the fewest words possible eliminates confusion and fluff, so there’s no way to dress up a terrible idea as something worthy of more than a trash bin.”
Sound sensible but don’t know where to begin? While Weber doesn’t offer a one-sentence fits all guide, he recommends staying clear of jargon and comparison – “we’re the X for X” approach – and offering a relatable context, as good starting points.
- The Five Step Plan
The approach outlined by Diana Kander on Forbes gives entrepreneurs a little more leeway, with five simple steps to getting your concept across. They are:
- Keep it short.
- Identify the problem you are solving.
- Explain your solution simply
- Explain the customer benefits
- Personalize it to the audience you’re addressing
Want to give it a go? Kander recommends trying your five-point explanation out on a few people, asking for feedback, and continuing to modify it until you find the clearest possible articulation.
- The Powerful Narrative
“Western countries watch 5 hours of TV per day,” which according to Mark Suster, is “because we’re visual storytellers.” It makes sense therefore that he believes there’s no medium is more effective in getting your message across than a well-crafted 90-second video.
“Sight. Sound. Motion. Equals emotion. Emotion = recall. Recall + positive feelings = power to purchase or engage,” Suster adds.
Whether you’re pitching to potential investors or working out your homepage calls to action, a little video investment can go a long way – allowing you to tell memorable startup stories on a budget, and cut through all the online clutter.
Sold on the idea but need a creative agency to make it happen? Frame Freak Studio has you covered. Having helped some of the world’s top companies – from Walmart to Unilever – get more sales through videos, this El Salvador-based startup will ensure your explainer video is one to remember – and better still, be understood.
Contact Frame Freak Studio directly to see how their animation videos can help you get your message across clearly.