“I never metaphor I didn’t like.” – Richard Lederer, NPR’s A Way with Words
In the previous blog, we talked about the importance of having FUN while pitching.
If you’re not having fun; trust me; your audience isn’t having fun.
Now for the second letter in F.L.A.I.R. that helps investors care.
L = LINK
“The quickest way to help decision-makers connect with what your business does is to compare it to something they already know and respect.” – Sam Horn, Intrigue Expert, pitch strategist and author of POP!
Jan Bruce of New Life Solution is already a successful entrepreneur having developed meQuilibrim (talk about a business name that POP!s).
She has a compelling “backstory.” After selling a business to Martha Stewart for millions, for some reason, Jan didn’t feel as happy as hoped.
In fact, as she told our group, she wondered, “Why am I feeling so bad when I am doing so well?”
This prompted a quest to figure out what was going on.
Jan’s research revealed that “stress is the new ‘obesity.'”
It’s reached epidemic proportions and is costing companies billions and compromising people’s health.
She’s developed an “online, guided, self-help progam providing interactive education, behavior tools and peer support on a scalable basis.”
See, that’s the problem.
That sentence describes what her business does – but we still don’t get it. And if we don’t get it, SHE won’t get it.
That’s where LINKING comes in.
Comparison provides a shortcut to comprehension.
A metaphor or analogy that links your unfamiliar business to something with which we’re familiar (and fond) fast-forwards our understanding.
Jan knows this and excels at it.
What’s her elevator intro for her business?
“New Life Solution is like Weight Watchers for stress.”
OOOHHHH. Got it.
Are you pitching an idea or venture?
What is it LIKE? Link your new idea or venture to a proven entity your decision-makers respect to turn confusion into clarity.
Believe me, an intrigued “ooohhh” is a lot better than a confused “huh?”
Want to know what the A in F.L.A.I.R. stands for? Keep reading.