The [Apple Store/iPhone] television ads are effective because in thirty seconds they paint a picture of a problem and offer a solution. For example, in one ad for an app called Shazam, a narrator says, "You know when you don't know what song is playing and it's driving you crazy? With the Shazam app, you just hold up your iPhone to the song, and within seconds you will know who sings it and how to get it." The taglines are always the same: "That the iPhone. Solving life's dilemmas one app at a time." The ads prove that establishing problems and offering solutions need not be time consuming. Don't spend too much time getting to the punch line.
- Carmine Gallo, The Presentation Secrets of Steve Jobs
We don't all represent a product as easily marketable as Shazam, but the point Carmine Gallo is making is something we can all find ways to apply. There is certainly something in each of our products or services that solves a common problem (if not, why are we really offering it?). What is crucial is not only identifying the problem and solution, but explaining the link and getting to it quickly and directly. Download and print our free brainstorming template below to get started with this process. Keep in mind, you might need to take multiple editing passes until your straight-to-the-point message is at its best.