If the message matters - test it with an outsider

Have you had a solution for a company but struggled to connect with your prospect?

Or, a need for help but unable to convey it in a way to get the support you were looking for?

Have you found yourself needing to find different words to say the same thing?

Sometimes you need someone else (a stranger to your world) to read or hear your message. I'll often ask my wife to listen to a presentation or read an important document or a few friends that don't mind my calling on their help. If they like it (not just understand it) then I know it will connect with others.

I can also tell by the tone of their responses if I have to go back to the drawing board.

A friend shared about a marketing effort that was going nowhere. This was several years ago. A company was financing people purchasing gold and they profited from the appreciation. The original pitch went like this:

We will finance 75% of your purchase of gold. (This went nowhere even though it was a good deal)

The second pitch went like this:

Buy a $6 gold coin for $2. (The increase in sales was dramatic)

Our words and phrases can make a difference. Some have the gift or skill to effortlessly turn a phrase. For the rest of us - thank goodness for loving spouses and tolerant friends.

You will enjoy this clip from the Canne Film Festival. Kyle, thank you for sending it.

PS: My wife likes this one.