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Telling your business story.

Published on Mar 04, 2016

Marketing is a contest for attention. The winner is the one who tells the best story.

Today, marketing isn't just the story you tell about yourself or your brand -- it's the story your customers tell others about you.

Learn more with Giselle Bisson, Communications Director at Purism, mentor for Startup Institute. Giselle has helped more than 30 startups tell their story, attract investors and win customers.

Delivered to Founder Institute 2016 Spring Cohort by Giselle Bisson, Communication Director, Purism Computer.

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PRESENTATION OUTLINE

1.

How to tell your story to investors.

by Giselle Bisson  | @visibilityshift | www.visibilityshift.com
Photo by Local Studies NSW
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Every person you meet

Is the key to your future.
Photo by US Department of Education
3.

Business is all about relationships.

Build your tribe.
Photo by Jose Chavarry
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And every relationship begins with a story.

Photo by Dave_B_
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How do you stand out?

In the crowd.
Photo by rgmcfadden
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"In the future, everyone will be famous for fifteen minutes."

Andy Warhol said you'd get 15 minutes of fame.
Photo by qthomasbower
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But you're lucky to get

...15 seconds!
Photo by Gwenaël Piaser
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EVERYOne's DISTRACTED

Global epidemic of chronic ADD
Photo by Stuck in Customs
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Your customer or investor has the attention span of a...

Fortune cookie.
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First: remember, VCs are
customers too!

Photo by jurvetson
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So talk to investors like... customers!

I know it's obvious, duh!
Photo by jurvetson
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How you want investors to see your story.

.
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How investors really see your story.

Photo by Daniela Hartmann (alles-schlumpf)
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Where you think you'll pitch your company.

Photo by Patrick Gage
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Where you really pitch your company.

It could happen ANYWHERE.
Photo by life is a long weekend
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Do you know that A company was sold to Google at Burning Man?

The founder met Sergei and Larry while they were bodypainted blue and green. True story!
Photo by jasonlevis
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The "Escalator Pitch."

(You want to escalate, right?)
Photo by louisbavent
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What VCs want to learn:

What makes you utterly rare and UNIQUE?
Photo by ~Brenda-Starr~
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Investors are looking for every excuse to say...

"No."
Photo by N@ncyN@nce
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So how DO you make them say

Yes!
Photo by Peter Ras
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What is the problem?

If there's no PROBLEM, there's no product.
Photo by antwerpenR
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Who else is trying to solve the problem?

Competition = market.
Photo by I Run Flint
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What is the solution?

Your product, of course!
Photo by edkohler
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how does your product solve the problem?

Now you describe this problem exactly the way you describe it to a customer. No jargon.
Photo by Jordi@photos
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What makes you "the first?"

My ____ is the first ___ that solves the ____ problem.
Photo by HckySo
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What's the one thing you want them to remember?

Only one thing.
Photo by horizontal.integration
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Why YOU?

Why are you/your team qualified to solve the problem?
Photo by rgmcfadden
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Get to the core issue.

Where is the heart of your story?
Photo by martinak15
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What is your secret sauce?

What you and only you do.
Photo by Dave_B_
30.

Your pitch

15 second, 60 second, 5 minute and 20 minute versions
Photo by the waving cat
31.

On an airplane?

(30 minutes to 12 hours.)
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In an interview?

30 minute meeting or 30 second soundbyte.
Photo by jontintinjordan
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Can you tell your story on an elevator?

(6o seconds to 2 minutes)
Photo by SpeakerBoehner
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In a tweet?

140 characters x 20 Tweets/Day x 365 days = Your story.
Photo by shareski
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IN A SLOGAN?

On a billboard while people are driving by?
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IN A headline?

(Practice writing the headline you'd like to see.)
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Simplify.

What is your story on a bumpersticker?
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Be visual.

Props are even more effective than slides.
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Be consistent.

Same font, same look = iconic.
Photo by Eneas
40.

Get feedback.

And edit again.
Photo by LMRitchie
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Marketing in 2016 =

When other people share your story.
Photo by Jono Davis
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Find the biggest audience where you can tell your story.

Probably social media, not here.
Photo by Stuart Herbert
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Get other influencers to tell your story.

Photo by Shrieking Tree
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Listen.

Marketing is a 2 way conversation.
Photo by Tobias Sieben
45.

Be courageous.

Marketing is not for sissies.
Photo by niallkennedy
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The winner

Is the brand who tells the BEST STORY.
Photo by Kaptain Kobold
47.

Giselle Bisson

@visibilityshift | visibilityshift.com
48.

Untitled Slide

giselle bisson

Haiku Deck Pro User
https://puri.sm