How can entrepreneurs better promote their products?

Xiaohai Publishing House: Entrepreneurs often need to sell their ideas and products to investors, customers and partners. If they behave well, they can seize the opportunity. If they don't behave well, they will miss the opportunity. So how do you introduce your products, and make it easier for others to recognize the value of your products? Let's have a look. Someone once said, "Excellent = Excellent+Display". For entrepreneurs, your products are doing well, but if they can't "display", how can others know that the products are "excellent"? At many new product launches, the founders personally took the stage to show their products. For entrepreneurs, common "show" scenes include: meeting with investors, product launches, investment review meetings, innovation competitions, trade fairs, product advertisements, etc. These scenarios can be used to promote products in different ways. Introducing products in one sentence When someone asks "What products are you making", he has no patience to listen to your long speech. You'd better introduce your product in one sentence. There are three methods: 1. Unique selling point+unique category noun: What are the unique features of your product compared with competing products? Why choose your product when there are competing products/substitutes? Selling point: it should be able to impress users and be valuable to users. It should be described from the user's point of view, and users can understand this value. For example, the unique selling point of Head & Shoulders shampoo is dandruff removal, the unique selling point of Rejoice shampoo is softness, and the unique selling point of Pan Ting shampoo is hair care. After refining the unique selling point, you can use the sentence of "unique selling point+category noun" to introduce the product in one sentence. For example, Wang Laoji has a classic advertising slogan-drink Wang Laoji if you are afraid of getting angry, and Wang Laoji introduces it in one sentence-authentic herbal tea to prevent getting angry. 2. Analogy Many times, an unclear thing is described with a familiar concept, or compared with a famous product, others will understand it more easily. For example, when Weibo went public overseas, it was introduced to investors in this way-Weibo is the Twitter of China. Twitter is a well-known social media with early listing and high market value. By analogy, investors will understand as soon as they listen. As investors, we have read the business plan of a startup company, and there is a sentence on the cover: "We want to be JD.COM in the field of fresh food". Seeing this sentence, I began to associate their product functions, which should be as fast as JD.COM. The product quality is guaranteed. Sure enough, these two aspects are described in detail in the business plan. 3. "Input-output" statement "Input-output" statement is introduced from the user's point of view. Do an action (input) and you will get a result (output). For example, travis kalanick, the former CEO of Uber, said in his early description of Uber: "You just press a button and a car will pick you up." This is the "input-output" sentence pattern. There is a fresh O2O entrepreneurial project that is also introduced according to the sentence pattern of "input-output": press the phone and send fresh fruits and vegetables home. Elevator speech elevator speech at first means that you met an investor intentionally or unintentionally in the elevator. You took the elevator together for dozens of seconds. How to introduce the project to him in such a short time, arouse his interest, give you more time to discuss in detail and finally get the investment. Later, "elevator speech" evolved into a method of introducing the project quickly and clearly, and explaining the content of the project clearly in the most refined way in a very short time. Therefore, elevator speech can take place in many scenes, such as product roadshows, cooperative negotiations, entrepreneurial competitions, hackathon, and even internal communication. When you meet a scene that needs to introduce the project clearly in a short time, you can use elevator speech method. Note that the goal of elevator speech is to stimulate each other's interest and promote the next round of contact. So, don't try to introduce all the contents of the project, you should extract the highlights and key points, leave a good impression on the other party in a short time, and strive for the other party to give you more time and give you the opportunity to introduce the project in detail. The elevator speech includes the following parts: self-introduction: optional, if your personal background is bright, you can introduce it. User: Who is your product for? To whom? Question: What problem does your product solve? What value does it provide? What are the main benefits to users? Solution: What is your product? Unique advantages: What's unique about your product compared with the competitive products? Interactive suggestion: Try to let the other party give you more time to start the next round of contact, so as to achieve your goal. For example: "This entrepreneurial project is currently being financed. If you are interested, I will introduce you to the details. " For example: Hello, let me introduce you to a smart phone for the elderly, which is deeply customized for the elderly like our parents, so that they can also use the smart phone smoothly and enjoy high-tech fun. Compared with the traditional old man-machine, this product has a simple and easy-to-use operation mode and provides various supporting services. Can I take a few minutes of your time to show you? Note for elevator speech: Don't try to speak faster! The content of the elevator speech must be concise, generally speaking, it should not exceed 150 words, and the presentation time should not exceed 60 seconds. If the elevator speech is done well, the other party will be willing to give you more time to listen to your detailed introduction, such as arranging a time for you to do a product roadshow. Product Roadshow Product Roadshow is to show your products and solutions in front of many people, usually in front of company executives, investors, customers and competition judges, in order to gain recognition and investment. Common scenes of roadshows include product launch, investment review meeting, project review meeting, innovation competition, hackathon and so on. What's the difference between a roadshow and an elevator speech? Duration: the elevator speech is very short, no more than 60 seconds; Roadshows take a long time, usually ranging from a few minutes to dozens of minutes. Audience: Elevator speeches are one-to-one, roadshows are generally one-to-many, and a speaker faces multiple audiences. Formal: the elevator speech is informal and the audience is unprepared; Roadshows are very formal, the audience is psychologically prepared, and the time, place and topic are generally planned in advance. Roadshow preparation Roadshow is a very formal way to show. The effect of the roadshow even directly affects whether you can get the investment and whether you can win the order, so you must make careful preparations before the roadshow. Before the road show, we should consider the following key issues and make targeted preparations according to these issues. Who is the opponent? What does the other person care about? What are you going to say? What do you want the other person to do? What do you need to prepare for the roadshow? The following list can be used for reference and can be selected according to your actual situation: PPT and printed draft (which can be business plan, project report, etc.). , prepared according to your road show scene), speech (you can write it in PPT notes for your own practice), product prototype, hardware sample, product-related data, operation data, sales data, financial data qualification certificate, including award-winning certificate, patent, qualification certification and other speech modes. Entrepreneurs can prepare your speech story through the following modes. Background introduction: Introduce descriptive obstacles such as industry status, project background information, market scale, etc.: Introduce user's work and life scenes, and the pain points encountered in the scenes are shocking; Introduce the method to solve the problem, and it is best to show the value of product prototype and hardware sample on the spot; Introduce the value and benefits of products to users in every way; Introduce important details (not involving technical details), evidence (user reputation, relevant endorsements) and competitive advantage. A business plan is a start. Even if you have no intention of starting a business, the content structure and deductive ideas can be used for reference in writing project reports and project plans. Note: Don't appear dense words in the business plan, try to replace words with simple charts. Refine the content, try to condense the main content to more than ten pages, and put other minor content in the appendix of PPT, and then show it on the road show when necessary. After preparing PPT and speech, the simulation exercise should be repeated several times. In addition, there will usually be a question-and-answer session after the speech, so we should also do a preview of the question-and-answer session and predict in advance the questions that the audience will ask (for example, if the giant also makes this product, what will you do? ) and targeted drills. Although roadshows often encounter all kinds of unexpected emergencies, full preparation and repeated drills can effectively alleviate the tension in the process of roadshows, help to play a good role in roadshows and increase the probability of success. Entrepreneurial policy details