I’m surprised to discover how hard it is to explain what Frozen Event does.
I find it hard to get past my limiting belief that the idea behind Frozen Event is is not only brilliant, but obvious too. Yet when I ask my friends (who have been listening to me for months) what Frozen Event is, they think it’s something different to what I think it is. This was driven home to me recently when I sat down with a few close friends to try and work out how I can communicate the core idea better. After an hour of deep discussion, it turned out each of them heard a different thing.
A few days later I sat down with one of them, and after two hours of discussion, diagrams, lists, and pure mental effort from both of us we finally reached a point where we both had the same understanding of what Frozen Event does.
When a potential new photographer visits my home page I suspect I get about 10-15 seconds before they decide if they are going to sign up or move on. Given that two or three hours is my benchmark for explaining my idea, I’m sure most people don’t get the right idea.
How can I get the message clearer? What specific activities can I do that will improve my ability to explain the core idea?
So far I have tried a few things with various levels of success:
- Spending hours talking to friends, family, and anyone-who-will-listen. I explain what Frozen Event does, and carefully listen to them as I go. Trying to figure out where their understanding differs from mine. This is time consuming, and emotionally expensive, but provides lots of insight.
- Writing out a summary of WHY Frozen Event exists , and what problem it is trying to solve (in line with this TED talk). Sending this out on Twitter resulted in many questions along the line of “but HOW does it solve these problems”. This seems to get people interested, though it leads to more work, as I now need to create a clear explanation for how I solve these problems.
- Testing various different simplified explanations when talking to people. The one that gets the most traction in peoples minds is “Frozen Event uses Facebook to connect a photographer with people they have already taken photos of, and so sell more photos“. This is such an over simplification that it makes me cringe, but maybe I have to simplify it that much to get any communication started.
What I’m moving towards is a redesign of the Home page. The major success criteria for the new home page is going to be to communicate as fast as possible what Frozen Event does. I suspect that an explainer video is going to be involved, meaning my next step is going to be to write a script.
Have you had problems explaining your startup idea to people, or do you have a suggestions for how I can explain Frozen Event better? If so let me know in the comments below.