Select simple core ideas which focus listeners' attention - credible ideas and stories which are easy to understand and remember and that strike an emotional chord - and above all ideas, stories or suggestions which listeners are able to act on.
- Why your country? (accessibility, Business Case, trustworthy, efficient, reliable)
- Why your city / region / locality? (infrastructure, expertise, stories, friendliness, success)
- Why you? (people, skills, references, professionalism, service, delivery, value for money, client satisfaction - what makes you different to your competitors, what is your UVP - your unique value proposition?)
This, of course, is easier said than done but I find that it is an effective exercise and a fun way to focus the mind to achieve concrete business results - the ultimate object of which may be formulated for incentive travel destination marketers as follows: