Explaining It Forward

Can your value, your offering, and what makes you great be simple and clear enough to be explained forward - without you in the room?

Imagine pitching your product to one person, and they, in turn, can explain it to their superior, decision-maker, or team to get their approval. Better yet, what if you run your elevator pitch on a complete stranger and it's clear enough that they turn around and run it by their spouse, their neighbor, or their best friend who happens to be an ideal user in your target audience?

The thing is, we don't know who we'll run into or how they'll be doing when we do - so we need to be ready with different types of messages that convey our value clearly to whoever will listen: simply, clearly, and quickly.

No, they won't pitch it word-for-word, and they won't have deep knowledge of your business. But if they can easily explain what pain you're alleviating and what's in it for the listener, then that listener is going to want to find out more.

It's like designating an evangelist to help sell you to people you haven't even met - giving them the power to pitch, recruit, and highlight your value without you lifting a finger.

Nothing like word-of-mouth, don't you think?