When Trolling for Business, Don’t Wing It
Remember the universal selling proposition or USP; this is sometimes called the differential advantage. It’s like the Seder question, “Why is this night different from all other nights?” “Why is your product, your capability, your company, your idea superior?” Not “Why is it pretty good?” Not “Why is it sort of OK?” But “Why is it different? “Why is it distinctive?” You must answer that and, to the extent that you can, make it clear and simple, so much the better.
Think about Federal Express; when that brilliant notion was conceived our frame of reference was Parcel Post, with all the slowness and bureaucracy that came along with it.
Federal Express fundamentally changed an industry and told us about it in a very simple and memorable way. If you “absolutely, positively” need it over night, send it Federal Express. Try to make a promise. It’s not always possible of course, but try to present your USP in terms of a promise, because when you make a promise, it’s memorable and it’s simple.
Avoid throw-away statements. Platitudes like “cutting edge technology” or “state of the art infrastructure” are nearly worthless, so don’t waste your time by including them in your presentation. If you aren’t clear on what that distinctive advantage is, or what your universal selling proposition is, take the time to work it out because it’s absolutely essential to having the presentation remembered and your proposition accepted.
Be aware of the life of the presentation after the fact. A copy is left; another copy is made; it’s sent to a boss; it’s sent to a boss’s boss—you never know what’s going to happen to the presentation after you have given it. Therefore, be mindful of where it may go after it has been delivered. This places extra importance on items of convention such as grammar, spelling, punctuation and pagination.