How to write a one minute business introduction

We all get asked what we do and most of us fumble for words when we try to explain it. We'll leave the listener no better off for asking the question and then politely listening to our feeble attempt at an explanation. Introducing your business well takes a bit of work. It can be fun though, so if you would like to sum up your business in one minute leaving everyone who hears it with a great understanding of what you do - follow these simple steps on how to write a one minute business introduction.

I got this method of creating a one minute intro from Robert Craven, a business coach, who ran a series of business talks a few years ago. It is great because it's simple and encourages you to explain what you do in a way that a 13 year old can understand. Whilst it is unlikely that you'll be explaining your business to many 13 year olds most of the people you'll explain it too will have plenty of other things on their mind; so the easier you make it to understand the more likely it will be to cut through the clutter.

This method works equally well whether you want to sum up your business for networking introductions, your LinkedIn profile or your website. It's a great way to craft an introduction that will clearly communicate what you do and the value you provide. You'll also be pleasantly surprised by the doors that it helps open.

How to write a one minute business introduction

How well are you currently doing?

Have a think about the last few times that you have been asked what you do and how you explained it.

Score yourself from 0 poor to 10 excellent

• How well do you explain what you do to a stranger?
• Do you convince the stranger about your business?

The magic script

Use this script to craft your one minute intro.

• We work with
• Who have a problem with
• What we do is
• So that
• Which means that

Now we'll look at each of these points in more detail, so that you can start to construct your one minute intro.

We work with

You want to be as specific as possible on this one. Some ideas that you can consider are:

• Type of business
• Age of person
• Type of person by
  - sex
  - colour
  - creed
  - religion
  - geography

Who have a problem with

Focus on the problem and need. What is challenging or hurting them? People listen up if you focus on the pain rather than focus on how nice things can be. Most people respond more powerfully to negatives than they do to positives.

What we do is

Explain what it is that you do that resolves the problem. Things like:

• Test your skin type
• Show you a structured way of managing your time
• Provide a way of doubling your sales

Be clear and simple and use language that is easy to understand. This is not a sales pitch, you are not trying to prove how clever you are. All you are doing is giving them an easy-to-understand explanation of what you do.

So That...

Give a clear explanation of the function that the user / client / customer gets:

• You can use an appropriate diet and ointments
• Log all your priorities and appointments
• Hit your profit targets
• You can breath more easily

Which means that...

List the benefits

• You get a clean and clear complexion
• You never miss another appointment
• You get your bonus
• You have a great nights sleep

In practice

We work with the directors and marketing teams of fast growing B2B and luxury businesses.
Who are struggling to cost effectively communicate their complex sales messages to the right people.
What we do is work with them to develop and carry-out cost effective digital marketing strategies, to reach the right people with the right messages.
So that they increase their inbound leads and enquiries from potential customers who are ready to buy from them.
Which means that they can exceed their growth targets and have the business and lifestyle they want.

Checklist

How does your one minute intro sound?
Does your one minute intro?

• Sound convincing?
• Explain what your business does?
• Roll of the tongue easily?
• Make the listener understand what your business does?
• Pass the 13 year old test?

Now go out and use it. Test it out when you are next at a networking event or use it on your LinkedIn profile to describe what you do. Let us know how you get on.