Perfect Pitch: 就是想透徹、講明白 (part 2)

Step 4. Provide a Short but Sweet Product Description 精準的產品描述，有效引起購買慾

介紹產品時，緊扣住三個重點，產品的內容、功能、以及獨特性。

(1) 內容：What is your product? 你的產品是什麼?

(2) 功能：What is it for? 你的產品有什麼作用?

(3) 獨特性：What makes it unique? 它和別家的產品有什麼不同?

參考下面Facebook在提案時的產品描述：

Q: What is your product?

A: "thefacebook.com is an expanding online directory that connects students, alumni, faculty and staff through social networks at colleges and universities...

Q: What is it for?

A: "Each thefacebook.com user maintains and updates a profile that includes:

1. contact information

2. Personal information

3. Course information

4. Profile picture"

Q:What makes it unique?

A: "Additionally, thefacebook.com automatically adds to each user profile links to school news articles that refers to the user..."

報告時，你可以這樣說......

Notice how our product has different features.

A notable feature of our product is...

Step 5. Talk about the Market 市場分析，讓提案更具體

提到市場，投資者會期待聽到具體的資料，有架構的市場評估，可以由大到小，分別利用下面幾個層面來呈現：

報告時，你可以這樣說......

The total addressable market for the industry is getting bigger. 

Our company is competitive in capturing the served available market. 

... are the target market for this new product.

We increase market share through...

Step 6. State Your Mission and Vision 使命和願景，引起聽者的共鳴

談談你的願景和使命，願景（Vision）是指未來的方向，代表公司期望成為的樣子。使命（Mission）象徵著公司的核心價值，是營運時的準則。看到你如何定位當下、放眼未來。在提願景時，把格局放寬，盡可能納入更多的服務對象；而在講述使命時，試著選更用有力道的「強動詞」，增加句子張力，參考下面的例子：

*提案時，試著以「強動詞」取代你常用的「平淡字」

(1) Amazon

Mission

We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

*平淡字 Try to, Attempt to

Vision

To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

(2) Wikimedia

Mission

To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.

*平淡字 Strengthen; connect

Vission

Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.

(3)TED

Mission

Spread ideas.

*平淡字 Strengthen; connect

Vission

We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

報告時，你可以這樣說......

Our mission is to... 

We regard it as our mission to... 

The vision of our company is to... 

We believe that...

本文收錄於英語島English Island 2018年6月號
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