Problem / Promise / Proof

in Pitch CoachingCarla Brown, Press the Go Button

Today: Tools

Message clarity is our first priority.

If you’d like info on research & delivery phases, let’s chat after.

How I Do Pitch Coaching & Product Messaging

Innovation Engineering transforms innovation from a random art to a reliable system.

It delivers increased speed (up to 6x) and decreased risk (30 to 80%).

Meaningfully Unique

MeaningfullyHow it solves a real person’s problem

UniqueWhy your venture is different

Because if you are not meaningfully unique, you better be cheap

Blue Card

Tell the story of WHY it is VERY IMPORTANT to focus the energy of your organization on a specific mission.

It should be so clear that employees would know what to do if they received no further direction.

Innovation Pipeline

Create Define Discover DeliverDevelop5% investment 95% investment

When you are pitching, you should be here

Yellow Cards

• Customer• Problem• Promise• Proof

Youtube

A Customer or Audience

• Specific

• What is their current state of mind / motivation?

• Why are they worried about their problem?

Nicolai Berntsen, Unsplash

Your Customer or Audience’s Problem

Schlomit Wolf, Unsplash

• Written as a question to the customer

• “Do you dream about making a difference in the world, but don’t know how to get started?”

• Their BIGGEST or MOST FREQUENT problem

Your Promise• Directly mirrors the

problem – solves ONE problem

• “Our product will help you make a difference in the world by increasing your ability to get started by 100%.”

• Must have numeric promise

Your Proof

• “Kitchen Logic” – how it works, like a recipe

• Explain HOW you deliver the promise

• Easy to understand for people unfamiliar with your industry

Secondary Proof

• Testimonials, Awards, Partnerships

• They “sweeten” the pitch but should come after kitchen logic

Getting Feedback on Your Draft Pitch

Find someone unacquainted with your pitch & ask them to:

• Circle what they like• Cross out what they don’t like• Underline what is unclear

Doug Robichaud, Unsplash

Thank you!

I’m happy to coach you with your next pitch, presentation or product messaging project!

Carla BrownPress the Go ButtonPressthegobutton.comtwitter.com/pressgobutton