Robert Craven’s One Minute Intro technique is a simple and effective way to develop a customer-centered elevator pitch for a product or service. It is based on the following five key areas:
- We work with…
Identify your target customer. Who are you trying to reach with your product or service?
- Who have a problem with…
What problem does your target customer have? What are their needs and pain points?
- What we do is…
How does your product or service solve your target customer’s problem? What benefits does it offer?
- So that…
What outcome will your target customer achieve by using your product or service? How will it make their life better or easier?
- Which means that…
What are the specific benefits of your product or service? How does it differ from the competition?
To create a One Minute Intro, simply fill in the blanks of the following statement:
We work with [target customer] who have a problem with [problem]. What we do is [solution] so that [outcome], which means that [benefits].
For example, here is a One Minute Intro for a graphic design firm:
We work with small businesses who have a problem with their branding. What we do is create custom logos and branding materials that help them stand out from the competition. So that they can attract more customers and grow their business. Which means that they can achieve their financial and personal goals.
The One Minute Intro technique is a great way to create a clear, concise, and customer-centered elevator pitch that will help you differentiate your business and clarify your key messages. It is also a versatile technique that can be used for a variety of products and services, from tangible goods to professional services.