The final installment of our 4 part series around knowing your audience for better messaging and storytelling is the most simple and most complex at the same time. It will require extreme objectivity, a modicum of honesty and a tinge of bravery. Here goes.

What would your customer’s spotlight or elevator pitch about you say?

• Take a moment to enter a mental place of objectivity about your products and services.
• Write down three key points your customer would say about you if they were trying to sell a friend on getting involved with you. (If you answered the 5 questions posted on Tuesday and conducted some “fly on the wall” monitoring from yesterday’s post, you should know these.)
• Take out anything that you wish they would say, but probably wouldn’t.
• Write up a 4 sentence spotlight pitch.

Now, what aspects of it should be included in your organizational story or business narrative?