The document provides advice on how to summarize a product or service in 30 seconds by answering four key questions: what is the product, what problem does it solve, how is it different, and why should someone care. It then provides an example summary for a consulting company called CustCore Consulting, answering each of the four questions in a sentence or less to demonstrate how to concisely pitch a product in 30 seconds.

1. Sold in 30 seconds
Shane Goldberg

4. Why does it matter?
• First impressions
• Easy for sales staff
• Product focus

5. The four questions
• What is my product?
• What problem(s) does it solve (or what demand does it meet)?
• How is it different?
• Why should you care?

6. The four questions - CustCore
• What is my product?
• CustCore Consulting helps companies understand and improve their
customers experience.
• What problem(s) does it solve (or what demand does it meet)?
• Delivering great service to customers will help you retain and grow your
customer base.
• How is it different?
• We don’t just identify ways to improve, we help you make the changes.
• Why should you care?
• Customers who rate you 10/10 on service are twice as likely to recommend
your product to friends and to stay with your business.

7. What is my product?
• One line
• Not always easy

8. What problem(s) does it solve (or what
demand does it meet)?
• Every product must offer a solution or satisfy an unmet demand.
• Think from customer perspective
• List customer problems or needs
• Which does your product solve / meet

9. How is it different?
• Every product has competitors or substitutes
• What makes your product different
• Generic statements wont do

10. Why should you care?
• If you can't tell your audience members how your product or service
will improve their financial well-being or their lives in general, they
will dismiss you
• Use numbers if you can