Spyglass does a lot of strategic marketing for businesses that sell exclusively to other businesses. Whether it’s health care, manufacturing, travel, or technology, one thing always holds true: companies want a more exciting story to tell that is simple, compelling and cuts to the chase. Here’s why.
1. Reward the attentive. Even if you’re selling a business-to-business service, you need to reward the prospect for giving you a nanosecond of interest. That means, being conversational, real and having a sense of humor.
2. Be sexier than you think you are. Today, every business is a retail business. Whatever you’re selling, it needs to look sexier. You have a more attractive proposition than you think. Find out why your brand is attractive, and flaunt it.
3. Act like you like yourself. If you don’t like what your business does for your customers, why should anyone else? All too often our clients say, “everyone says that.” Yeah, well, say it cooler and mean it.
Now, regroup. And watch this smashing video. B-to-B-to-C thinking.
Like pigs that have been running wild in the calamari conversation , this olive oil thing is another red flag for foodies around the world. Looks like another bait and switch. We learn that pure olive oil is likely not so pure after all. Yet another global conspiracy that hits you right in the taste buds. But there is a larger point here – at least from a marketing perspective. The title slide draws you in. The visuals work as hard as the words. And then it’s all over with before you know it. You get the point. A good lesson for any brand, product or concept looking to build awareness. Get your story down to 15 slides. Make the graphics work as hard as the words. Trim the fat. It’s not just a good exercise. It should always be your starting point. Match your presentation to the attention span of your audience. It never hurt anyone to be brief and to the point. It’s the reason we try to keep our RFP responses down to 15 slides. Because whether you’re seeking clicks, consideration or big dollars from investors, getting to the point faster will always be the name of the game. Of course, some presentations are too complex for 15 slides, but start at 15 and you’ll always have a shot. All that extra content can probably go in the appendix anyway, which, much like the superfluous organ found in the human body, is a vestigial structure that has lost most of its original function through the process of evolution.