A short presentation to assist non marketing collaborators on how to create a more business oriented presentation

1. Messaging Excellence
Simple, differentiated and customer-focused

2. Messaging Creed
1. Keep It Simple….Start A Customer Conversation. Make It
Succinct, Relevant And Easy To Repeat.
2. Think Customer-first…Make The Discussion About The
Customer’s Business Challenges. Use Language They Understand.
3. Make It Compelling…Take A Point Of View. Provoke A Reaction.
Get People Talking. Make A Promise That’s Bold And Audacious.
4. Show Value… Illustrate The Business And Financial Impact Of
Solving Specific Customer Problems With Solutions.
5. Prove It… Instill Confidence With Use-case “Stories” And Proof
Points.

3. The Goal: Defining Value
Parity
Value
Competition
Solution
Customer
Needs
Articulate How
Solves A Problem…
 That’s Important To The Customer
 With A Unique Approach
 That’s Easy To Defend And Prove
Effective Messaging Puts In A Position Of Competitive Strength
Source: Corporate Visions
(Power Position)

4. Messaging Criteria
• Have We Made The Customer
Uncomfortable With The Status Quo?
• Have We Clearly Illustrated A Path For
Doing Something Better?
• Have We Convinced Them That You Can
Get Them There?

5. Big Message Power Position Story
Bring IT
Sophistication To
Physical Security
Meeting the expanding information management requirements for Physical Security without breaking the bank is a
growing concern for IT and Facilities. Simply put, it’s becoming increasingly difficult to keep up with Physical
Security demands in an environment where the number, type, and complexity is constantly increasing. In addition,
CIOs want to make it easier to comply with external requests, regulations, and internal governance requirements –
including video surveillance footage.
“1 TB of data can result in $18M in legal review costs” - Gartner
Bringing IT sophistication to your Physical Security operation helps you
expand cost-effectively.
Three ways the Physical Security Solution helps:
1) Take a non-disruptive approach to integrating Physical Security with IT – Easily scale IT to support
TBs of video surveillance data, using existing IT resources, skills, and processes – all without negatively impacting
network performance.
2) Leverage IT to keep you one step ahead of the threats – Quickly gather information for a security
incident from multiple sources on the IP network, so you can respond more accurately with fewer security
personnel – in both local and remote company facilities.
3) Proactively take action – Automate the manual steps in the legal discovery process so you can effectively
respond to investigation, legal and compliance requests, avoid excessive paralegal costs and eliminate corporate
liability.
Core Message Example
Point of
View
Customer
Challenge
3 Power
Positions
Proof
Industry
Fact

6. Big Message Power Position Story
Message that
connects with
customer’s pain
Set-up the customer’s current scenario (status quo) filled with challenges and pain, why it is no longer
acceptable, and how it’s putting key objectives at risk. Identify a change in their environment.
Challenge the customer with a fact that creates urgency around the pain. Make them see that change is coming
now and fast.
Simple, memorable tagline-like statement that establishes ’s point-of-
view on how to successfully move from the no longer acceptable status
quo.
Three ways the Physical Security Solution helps:
Three unique ways the Solution helps solves three specific pains/challenges associated with
the status quo approach.
1) allows you to…. . Which means…( value)
2) allows you to… Which means…( value)
3) allows you to… Which means…( value)
Share some impressive statistics from someone who has solved this problem and measured real business impact…a
teaser to get them to want to learn more. Insert url links for customer profiles.
Core Message Template
Point of
View
Customer
Challenge
3 Power
Positions
Proof
Industry
Fact

7. The Point of View Pitch
• Grabber
• Current State (Status Quo) And Why It Doesn’t
Work
• New Way – The “How”
• Proof Point
The “Point Of View” Pitch Answers
These 2 Questions:
 Why Change?
 Why our company ?
It Moves Customers From
Unsafe To Safe.

8. Grabber
Challenge The Customer With A Fact
That Creates Urgency Around The
Pain. Make Them See That Change
Is Coming Now And Fast.

9. Status Quo
Depict The STATUS QUO
Graphically And Illustrate
Why It Doesn’t Work

10. New Way – How It Works
Depict The “New Way”– And
How It Works (Safe).

11. Proof
Share Statistics From Someone Who Has
Solved This Problem And Measured Real
Business Impact…A Teaser To Get Them
To Want To Learn More.