A successful venture capital investor once told me that he challenges entrepreneurs to make their pitch in 10 words or less; 'If you can’t tell me what you do in 10 words, I’m not interested, I’m not buying and I’m not investing - Period.'

The secret to creating a compelling company story quickly and clearly is a “message map.” The message map is one of the most effective communication tools and it works for even the most complex topic.

In fact, I used a message map to teach nuclear scientists how to refine their pitch to a congressional appropriations committee. (In my experience nothing is more complicated to explain than the science behind nuclear technology.)

The message map is comprised of two parts:

1. A headline. 

The headline is the most important message your audience needs to know. Fill in the rest of this sentence: “If there’s one thing I want you to know, it’s ______.” The answer is your headline. Remember, it’s the single most important message you have. Keep it to under 10 words.

2. Three supporting points. 

Three is a powerful number in communication. In short-term or “working” memory, we can only remember about three things. Great writers often stick to the rule of three. The U.S. Declaration of Independence guarantees three “unalienable rights,” there were three musketeers, and three spirits who visited Ebenezer Scrooge in A Christmas Carol.

You get the idea. Support your headline with three messages. If you’re presenting a product, show me three features that will benefit my life. If you’re pitching an investment, tell me three ways I’ll make money on it. If you’re launching a new initiative, give me three reasons to support it.

A message map can be used to tell your company story or pitch your idea to potential stakeholders.
Here’s an example of a message map using the handmade soap retailer, Lush. There are about 200 Lush stores in North America and 900 worldwide.

Thousands of Lush employees are expertly coached to pitch the company’s wide range of products concisely and simply. Here’s an example of their brand story in message map form:

Headline: Lush crafts handmade soaps and cosmetics

Supporting points:

• Fresh ingredients
• Environmentally friendly
• Ethical campaigns

If I worked at Lush, here’s how I might be able to use a message map to sell you a bar of soap in 15 seconds or less.

Welcome to Lush. We sell handmade soaps and cosmetics. All of our products are fresh, environmentally friendly and part of our profits support causes we believe in such as animal rights and protecting the environment.

You can create a message map to tell your company story or pitch ideas, products, services, brands or even yourself.

You can outline a message map on paper or build one on a word document or PowerPoint slide. I’ve seen the message map work for executives, entrepreneurs and spokespeople in a variety of fields. I know it will work for you.

If you can’t tell your company story or pitch your product in 15 seconds, I’m not interested, I’m not buying, I’m not investing. Period!
 
The Storyteller's Secret is Coming Soon! 

The Storyteller's Secret: From TED speakers to business legends, why some ideas catch on and others don't.

I'm excited to announce that we are offering a free chapter of my new book, The Storyteller’s Secret to our newsletter subscribers.  If you have not received it yet, reply to this email with "send me the chapter" in the subject line and I'll get it out to you.  

The New York Times has called a well-told story “a strategic tool with irresistible power”�"the proof lies in the success stories of 50 icons, leaders, and legends featured inThe Storyteller’s Secret. Whether your goal is to sell, educate, fundraise, inspire teams, build an award-winning culture, or to deliver memorable presentations, a story is your most valuable asset and competitive edge. 

Carmine Gallo can be contacted at www.gallocommunications.com