4 steps to simplifying your fancy shmancy software pitch

How many times have you attempted to explain your software platform or application and start blubbering out a list of features before flatly declaring, ‘Well, it’s an Uber for…’

Every time you fumble with your pitch, you lose out on potential clients, investors, customers and partners. ‘Geek speak’ won’t help you scale your business to billions. So how are you going to explain deep tech to the masses?

Even if you are able to sell it to a potential customer well-versed in jargon – sales people won’t be able to sell the jargon, they need something easily digestible.

Whether you’re working on a deck, elevator pitch, sales pitch, or just talking to someone at a party – you’re going to want take the lingo down a notch.

Here are four steps to simplified success:

Before you start, think of your product, answer these questions, and look to them often for anchors.

1. Why does this exist?

Most people tell the ‘what’ before the ‘why’, and the listener loses interest. Answer the question, ‘so what?’ before some even asks it.

Let’s take a great example. If you watch HBO Silicon Valley, here is the product elevator pitch before (By the CTO, Richard) and after (The Visionary, Erlach):

The what (Richard): “Pied Piper is a loss-less middle-out compression algorithm.

Mutant-piedpiper

 

The why (Erlach): Today’s user wants access to all of their files, from all of their devices instantly. That’s why cloud-based is the holy grail. Now Dropbox is winning, but when it comes to audio and video files they might as well be called Dripbox. Using our platform, Pied Piper users would be able to compress all of their files to the point where they truly can access them instantly, we control the pipe they just use it.

2. Replace jargon with how it works

What’s the point of sounding smart if no one knows who you are? The best leaders are ones that show people what they are doing. Particularly in ad technology, it’s a really really crowded space and everywhere you turn there’s a new best practice article about what all these acronyms stand for.

3. If you’re struggling, use metaphors 

If you’re not able to identify a problem that you’re solving, try to explain how your product works using metaphors. This works best when you’re talking about your product at a networking event. If you’re talking to a total stranger with no knowledge of their background, it’s an easy way to get people on the same level before hitting them with the facts. Here’s an example:

 Ad impression

Jargon: When an ad is fetched from its source and is counted whether or not the ad is clicked is not taken into account.

Translation: An ad impression can represent an employee that showed up to work but didn’t really do anything, and still got paid. When an ad is loaded onto a web page, and there’s a chance that someone will view it, it’s counted as an impression even without clicks. (Jargon translated from www.mediaratingcouncil.org).

4. Write an email

If you’re having trouble writing an email about what your product does write it, then delete it, and write the entire thing again — it is guaranteed to be clearer the second time around.

The first time you write it out, your mind is just working through how it works – rather than the bigger picture. When you clear your physical space and write it again, it will come out with more brevity and clarity.

 

Need help simplifying your message? That’s what we do. Write us at hello@mutant.com.sg.

A musician’s guide to public relations

Like any young boy, I went through phases about what I was convinced I was going to do with my life. When I was 10, I was sure I wanted to repair cars for a living. When I was 12, I wanted to be a musician after I first picked up the guitar, and by the time I was 22 I had been introduced to the wonderful world of public relations.

The car thing fell by the wayside, but the music has always been a constant – I’ve been playing at local shows with a band since I was 14. Of course, times have changed and the advent of YouTube and other online platforms have made things a lot more convenient for musicians to get themselves out there.

Along the way, I’ve met a lot of people and picked up a thing or two, be it about making music or the art of connecting with people and audiences. Thanks to my chosen career in PR, I’ve been able to apply a lot of what I’ve learned into my music and managing the profile of my band, and vice versa.

1. Messaging

Messaging in this context refers to what your audience takes away from listening to you, which happens to be a very big component in PR. How do I explain my music to an individual in a way that is most appealing to them? I came up with a formula and translated it into the context of PR:

  • Relevance

How do I convince the organiser I am relevant to their event? What relevance does my music have to the audience?

Similarly in PR, how do I craft my message in a way that’s most relevant to the audience or media? Would this media be interested in the business aspect of my client or the R&D done for my client’s product or service?

  • Tone

Part of the beauty of playing music in a small community is having the chance to meet people of different ages and backgrounds. In order to better relay my key messages, I use different analogies and references to get them across.

Just like in PR, depending on who you are talking to, your choice of words have to be picked carefully and need to be tailored to engage various individuals.

  • Engagement

What makes some music more popular than others? I’ve always believed that it’s a result of how that music subconsciously relates to a person one way or another.

When it comes to PR, I translate that principle and take a step back before engaging with people, by researching about them before speaking to them. That way, it allows me to better relate my messages to their interest and seamlessly advocate the mutual benefits.

2. Always be ready

As the great Ronda Rousey said, “I don’t train to get ready, I train to stay ready”.

It’s not uncommon for musicians to be booked at the very last moment as a replacement. The challenge lies in getting the band ready in time to put up nothing short of a spectacular show, because that’s all that matters.

Similarly in PR, it’s not unheard of for clients to request for a press release to be done and blasted the next day. Just like the audience at a music festival, all that matters is getting the job done. This is where I realised that systems and processes in are important to get things done in the most accurate and time efficient way. Who will write the release? Who will collate a media list? Who will pitch?

3. Sincerity

Last but not least, being sincere goes a long way and usually has a big part to play in the art of convincing. Everyone can tell when someone is not sincere, and faking it ‘til you make it will never work when you’re in it for the long haul. By being genuine in your cause, you will find yourself adopting the right tone whilst relating well to your audience.

In PR, we meet different people all the time and first impressions are somewhat of a big deal. One way to combat the potential problem of being misconstrued is to be sincere – that alone subconsciously sets the mind on the right path.

If you’re interested in exploring what a PR strategy can do for your business, get in touch with us at hello@mutant.com.sg