Starting a company and getting it going are tough enough as it is. Do I also have to be a communications expert?
Well, yes, you do. In fact, as advisors to many start-ups over the years, we would argue that good communications practice is critical at every stage of the start-up.
To confirm that thought, we turned to Jeffrey Glick, CPA, Founder and CEO of Start U Up, LLC, which provides specialized consulting services to professionals starting a new business. Jeff, a former hedge fund CFO, quickly summed up the case with three key rules:
Rule #1: Start with really good messaging. Well-defined messaging, both internal and external, is a critical building block for a young organization. Bad messaging makes it difficult to recruit employees, target clients or customers, and get financing. It’s that simple.
Rule #2: For funding, please keep it simple. Even though most funding sources are looking for reasons to turn you down, many companies prepare long and boring investment decks and never get to the most important points: the size of your market, your market expertise, your growth potential, and your deep and experienced management team. Nothing else matters.
Rule #3: Don’t just talk, sell! Why are you selling to small companies if all of your sales materials mention large companies? How are your products differentiated from your competitors? What’s your value proposition – saving clients’ money or selling them valuable valued-added service? If you can’t explain clearly and concisely what you want your targets to buy, you’re making it more difficult for them to buy from you.
“I tell clients to use the BlackBerry test,” says Jeff. “If an audience starts checking emails on the sly or, worse, right out in the open while you’re talking, it’s time to load up and head to the next appointment.”
Good advice!
