The Ultimate Marketing Statement
Graham Riley - Generating business opportunities
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The KISS principle of keeping it simple is true for marketing.
The best marketing is always simple.
It’s easy to get lost in detail and make your marketing and messaging too complex.
In this week's newsletter, I want to share what I call the "ultimate marketing statement".
The one statement that will not only give you clarity but will also transform the way you communicate what you do. We’ve all heard of the elevator pitch. Whilst we may not be meeting decision-makers in elevators these days, we do have the same challenge… communicating your value quickly to a very busy target audience with short attention spans.
Whilst many think the elevator pitch is dead… I’d argue we need our own elevator pitch more than ever.
We all need to cut through the noise and distractions.
If we expect our target audience to investigate what we do, we have to get them curious.
Anthony Gaddie is an Australian marketer who put together what in the industry is now called “The Gaddie Pitch”. It’s a simple formula to help you quickly construct a statement that tells your target audience how you add value to their world.
Now, whilst you are reading this, before we look at how we construct this statement, please make me a promise…
It’s easy to learn something new and do nothing with it. Make me a promise, you’ll build your own Gaddie Pitch and use it this week.
Deal?
Okay, so the Gaddie Pitch has a very simple structure. I’ll give you the structure then we will break it down, so you can create your own.
So the structure follows a common pattern, four key elements
Now let’s look at the formula and an example I created from my own business.
“You know how… (Target Audience) + (State the Problem)”
“What we do is (Outcome/ Result) + (Feelings)”
Once you have done that part you can add to it…
“Just recently we helped (relevant example)”
So let me give you an example…
Many solo entrepreneurs and small-business owners get struggle to market and sell themselves?
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What I do is give them straightforward strategies they can implement, so they feel confident to take action.
Just recently, I shared a simple Social Media Commenting Strategy with a solopreneur who sells her expertise to startups. She implemented the strategy and picked up a $40,000 client.
How simple was that?
Quite quickly I have got across my value and created curiosity….
People will be curious about how they can do it AND they’ll be curious about the Commenting Strategy too. It opens the conversation up.
We often make things too complicated.
One simple statement can create curiosity and people want to know more.
Marketing essentially is the process of getting people curious. Sales is the process of taking that curiosity and turning it into a revenue opportunity.
Why does this matter?
As I shared earlier, you’ve got to punch through the noise and insert ourselves into our audience's attention, and then once we have their attention - differentiate ourselves from the other options that are available.
Having a simple and quick way to explain your value can massively improve your marketing success.
Take a look at some marketing material. Go browse some websites. Some websites are awful. It is like pulling teeth working out what they do and why it matters.
Prospects don’t give you the benefit of the doubt. They look and if it interests them they keep reading. If it isn’t relevant they move on. You may have seconds to get their attention and interest.
That’s why the Gaddie Pitch is so powerful.
How to use your Gaddie Pitch
You can use the statement you create in everything you do… with slight tweaks you can repurpose it into…
By tweaks I mean you just adjust the sentence so it reads better as a statement, I’ve re-purposed my version above for a header or email signature footer.
We help entrepreneurs and small-business owners by providing straightforward strategies they can implement, so they feel confident to take action.
So, that’s my tip for this week…
If you implement this into your business, your target audience will see how you can add value to their world and you’ll make them curious about how you can help them.
So….?Go Make It Happen.
Remember, we made a deal!