“Imagine you’re sitting across from a reporter at lunch. You’re telling them what you do, your story, why they should care about your product. You have to convince this reporter to not only write about you, but that what you’re doing matters. That you’re going to be successful.”
The article I’m linking to is about start-ups but equally it applies to what we do in Melbourne for SMEs, particularly restaurants.
The smart operators who you see in the press the whole time, the likes of Andrew McConnell, MoVida and Chin Chin’s Chris Lucas have spent over a decade each building their brands and they have a sharp focus on their offerings.
For most people when they meet an influencer they aren’t that well known and sometimes they are unable to articulate their offering.
“People are torn in so many directions these days — they’re on Facebook, checking email, trying to balance work and friends and family. Somehow you have to break through, and the way to do this is to keep things simple…
“Take your messaging and edit it down,” says Marooney. “Get it to its essence. What is the one line you want people to remember? You only get one.”