Tell Your Story by Answering Four Questions
4. Why should I care? This is the most important answer that you must provide. Can you tell someone why what you do, why you do it and how you do it really matters to them? If you don't tell them "what's in it for them?" then you haven't told them any thing that matters. If you only have 10 seconds—make sure that you answer this question. "We create a strong return on investment and powerful results around sales, marketing and engagement challenges. We also like to make our clients look good." UH-HUH! They get it! You're going to help them add good details to their résumé!
Memorize these four question. Think about your answers to them. If you ever have the opportunity to answer one of these, answer all four of them instead. You must remember to set up the problem by going into very clear detail of the pain point. It is up to YOU to set up the problem. You are telling a story. It's a story where you are the hero. You will ride in on your white horse and solve the problem. Remember that no one has a promotional products problem. No one cares about your stuff. People care about solving their problems. Find the pain. Be the aspirin.
What I have described is classical storytelling. Introduce the problem and then reveal yourself as the conquering hero.