After establishing your audience, it’s time to craft the narrative. You have roughly ninety seconds to introduce your product/company/organization, the problem your users are facing and how your product can solve it. This is a lot to cover in a short amount of time, and I recommend breaking it down into more manageable chunks.
Start by focusing on the problem. Take the time to dig into customer data, make customer calls and get to know the biggest problems facing your users. These problems are key to your message, as they’re the reason your potential customers are even looking for a solution.
Once you have a firm grasp on the problems, it’s time to focus on solutions. Here’s where you start crafting the narrative and the key is to focus on solutions, not features.
Think of it less as a chance to show off your feature set, and more of a chance to communicate how your product will make them better at what they do.
Focus on telling a relatable story about the problems they’re facing, then introduce your solution and show how it will improve their life.