Test your message with your target audience
Build a clear, differentiating value proposition

No promise, no matter how well formulated, is valid without testing. It's not enough to convince yourself that your message is good: you have to make sure that it really resonates with your targets. Testing your value proposition means confronting it with the reality on the ground, and agreeing to adjust it.

It's an iterative process. What you say evolves according to what others hear. And that's precisely where your pitch gains in accuracy.