How do you describe what you do to people? I only recently began to appreciate this question. I’m not a marketer. I would fumble and stumble to answer this question many times. And then Scott Durlacher and I decided to form a partnership. Scott really helped me and Creo Quality to refine the pitch. The result:
Creo Quality – Your Strategic Partner for Life Science Opportunities
For months, when people asked about Creo Quality and what we did, this was the first response. And we received a lot of strange looks. At the time, I thought: “Wow, this person is really allowing this to sink in. This person is really putting some thought into how Creo Quality can help.”
I’m now pretty sure that I was wrong and a bit dilusional. Did I mention I’m not a marketer? Did I mention I’m an engineer?
But Scott and I also learned that many potential clients struggled to understand strategy and strategic services. We repositioned our services in ways that were easier to grasp and actually got to the root of the issues customers were facing. So, I decided to change the pitch:
Creo Quality helps bring new medical products to market faster
And then, if the recipient of the message asks how:
We do this by working with inventors of technologies, existing medical device companies, and product development service providers with business development, operational efficiency, and project and program management services.Â
The responses looked much less painful and actually seemed to understand better how Creo Quality could assist. Plus, instead of questions about the message, the people I spoke with were now trying to help connect me with leads.
Is the phrase “Creo Quality helps bring new medical products to market faster” too vague? Maybe. Is it better to state the pitch this way?
Creo Quality works with inventors of technologies, existing medical device companies, and product development service providers to assist in bringing their products to the life sciences market faster.
My vote: I really like the second approach. I believe that the preliminary pitch is somewhat vague, maybe mysterious. If the person I’m talking to is interested in learning more, they will ask “How do you do that?”
But again, I’m not a marketer. What are your thoughts?
