Communications Advisor
What is the problem of your target group as a communications consultant specialized in spokesperson? Do they need someone who ensures that the management does not have to deal with the press? Then you are that extrovert spokesperson who ensures that the press stays away from them. Do they need someone who ensures that the management is presented in the media in the best possible way? Then you are the one who writes great texts and can coach people well on media contacts.
The entrepreneur
For me, I can help people who want to create a perfect pitch. Who want their audience to hang on their lips and who want that lightning fast. They don't have time to follow long courses for that. They want it fast and good.
Step 4. Write your call to action
This is the first step where you put something on paper. Think about what you want from your target audience, your viewers. Do you want them to link with you? Do you want them to read your recommendations? Do you want them to invite you for a new job? That is what we call your search query or call-to-action. With a call-to-action, your pitch video is a lot less non-committal, you are much clearer and you can therefore expect your target audience to do with your video what you want them to do.
You write such a search query in compelling language, in the imperative mood: read this piece, call me, link with me. Be clear!
Examples
As a spokesperson specialist, you want organizations that have a vacancy for a communications advisor to forward it to you. Your call-to-action will be: "Do you have a vacancy for a communications advisor? Send me the link!
I want potential clients to scroll down to the recommendations on LinkedIn. Then I don’t have to tell c level executive list them how good I am, my satisfied clients do that for me. So my call to action becomes: “Read the recommendations from previous clients below”.
A great and lightning-fast way to get people involved in your story is by asking a question. We automatically answer that question in our head. So start your Cover Story with a question. Note: do not start with your name! In step 9 I explain why not.
Because you have thought about your target audience in steps 2, 3 and 4, you now know exactly what that opening question should be: the problem that your target audience has. With that, you have them right away.
Examples
You, as a communications advisor, prefer to stay in the background, so you choose as your opening question: “Does your organization often appear in the media? And do you want to come across as your best?
The opening question I choose is: “Do you want to create the perfect pitch?”. I will have to explain a bit about that, because what exactly is a 'perfect pitch'? I do that with two additional questions: “A pitch that leaves your audience hanging on your every word? That really gets your message across?”