Tell an empowering story.
I’m an evangelist for a marketing automation software company, Autopilot.
Sounds like a complex product, right?
Probably hard to sell?
With the right pitch, I can sell anything.
Here’s an example pitch I use to sell to fellow marketers:
“I used to work as a copywriter for a video editing software company. I remember seeing one of our best video editors work eighty hours a week for an entire month on perfecting several critical scenes. When he finished his work, his boss said, “That’s nice. Thank you.”
This happened all the time.
He deserved better.
When you watch Lord of the Rings, Avatar, and other incredible movies, you attribute the success of the film to the actors, producers, and directors.
Never the video editor.
Video editors have to look through thousands of clips just to pick one. They make the story come alive by piecing together every needle in every haystack. It’s a grind.
Why would video editors work so hard if they don’t get credit?
It hit me: They get validation from other video editors.
I was checking our social media accounts and noticed screenshots of edits received the most engagement. With a little research, I discovered an entire community of video editors who shared screenshots of their edits with each other.
This community of sharing is how they received validation for their work.
Most importantly, it’s what gave them the motivation to put in the creativity and many hours needed for creating beautiful movie scenes.
Here’s the thing: this scenario is not unique to video editors.
Similar to you, when I was the VP of marketing for a startup, I spent several months transferring five hundred thousand emails from one marketing automation software to another.
I implemented hundreds of segments and triggers. People didn’t care because I couldn’t share a visual representation of my work.
They couldn’t see the creativity and long nights of hitting my head on my laptop’s keyboard. Not even fellow marketers like you.
Fast forward a year, my friend who’s a marketing mentor at the prestigious 500 Startups shares with me over Facebook Messenger a screenshot of what he calls a “visual journey of marketing automation.”
“Look what I created with this software, Autopilot. Isn’t this incredible?”
At that moment, I realized us marketers had broken free. No longer would founders and other C-Level executives take credit for their marketer’s work.
No longer would someone like you spend several months of their life transferring five hundred thousand emails to an automation software and not get credit for it.
With Autopilot, people in our industry would understand the value of a marketer’s work.
Autopilot provides a visual representation of it. Every trigger. Every segmentation.
People like you could feel more purpose when designing campaigns in a marketing automation software. And because your peers would finally understand your work, you’d receive better opportunities.
Maybe a pay raise.
Or, simply more respect from your fellow employees and founders.
Who doesn’t want that?
You deserve to get noticed for helping your company. Don’t you?”
That’s my pitch.
I mentioned almost nothing about what the product does. People buy products to improve their lives. It’s my job to show them how to become a better version of themselves.
And I do that quite well no matter how sophisticated the product.