Use psychological approaches
Good startup communication often consists of displaying the same descriptions and statements several times. The background to this strategy is the, from the psychology field steaming, frequency-validity-effect (Mere-Exposure-Effect). This realization states that, the more people meet the same things repeatedly in their everyday life, the more positive and appealing they appear to them. With recognition, people develop a form of trust. In our case, this means that if we connect claims, text passages and statements with visual stimuli in the form of logos, graphics or repetitive images in a targeted manner, it will have a positive effect regarding the attitude towards our company and its product. Communications only enters a crisis, when their wide-ranging wording and statements contradict each other and thus, become vulnerable. In order to avoid such a crisis scenario, each start-up should create texts on various topics that have been accepted by the management and support all communication pillars, press relations, public relations, marketing and sales communication. In the run-up, it is necessary to consider which scenarios can occur and on which topics would need pre-build texts passages.
Describes your product as clearly as possible
The most important asset of a company is the product or service it sells. That’s why it’s so important to describe the product as clear, plausible and comprehensible as possible towards the outside, so that it is a.) recognized by the target group, b.) correctly understood right away and c.) always awakes confidence and sympathy among the audience through the always equal reproduction of the product description. The product description can be found in all promotional materials, sales pitches, proposals, applications, on the website, on social media channels and in the press. This description should be well thought through and, should show all the assets of a product in the long version of approx. 2,000 words. From time to time, a shorter version of the product description is required. This can be easily worked out by adding a version of 1,000 words and a very short version of 50 words. The 50-word version, also called 50-words-pitch is often needed in applications for event pitches, speaker slots, awards and price tenders.
- What is the name of the product or service?
- How long has the product been around?
- What problem does my product solve?
- What’s new about my product?
- How is my product structured and what benefits does it deliver?
- What are the unique selling points?
- Where is my product located on the market?
- How should the product develop in the future? (Without revealing too much here! It should remain exciting.)
Describes your business as clearly as possible
The question of a describing the company will keep repeating itself in different topic areas. The company’s description should be integrated into the online presence and the intro of each sales pitch. The company profile is used for each official event application, award or funding tender and for each social media profile. The description of the company should count around 2,000- 4,000 words in the long version. This description is the suspension of each company and must be written clearly and in a comprehensible way, as well as enriched with relevant and meaningful content. Here, too, you can prepare yourself by writing another shorter version and the „50-words-pitch“. On the content and structure:
- When, where and by who was the company founded?
- What was the motivation when the company was founded and what is the name the product?
- A brief description of the product with its unique selling points.
- What problem does my company or product solve?
- What do we want to achieve with the product? What is the goal of the company?
As already described in the second step, the unique selling characteristics (Unique Selling Propositions) of the start-up and the product are essential for establishing themselves on the market and to stand out from the competition. This text should answer the following questions:
About the company:
- What are my company’s strengths?
- What sets my company apart from the rest of the competition?
- What are the special features of my company?
About the product:
- What makes my product unique?
- What are the characteristics of my product that stand out from the competition?
- What niches does my product cover?