Explaining What You Do In 15 Seconds with Your Marketing Message
Explaining
What You Do In 15 Seconds with Your Marketing Message
by Charlie Cook ©2007 In Mind Communications, LLC, all rights reserved.
You're in the elevator and your friend John introduces you to Barbara
who is the CEO of one of the companies you'd like to do business with.
Barbara asks, "What do you do?" Here is your chance to make a
connection with a prime member of your target market. You want to get
her attention, make a positive impression and get her interested enough
to continue the conversation. You've got about fifteen seconds to do
this.
Do you have an elevator speech? Whether you are in the elevator, or on
the phone, the way you start the conversation will determine whether or
not it will continue. You could tell anyone what you do if you had half
an hour, but with fifteen seconds you're likely to simply label
yourself, as most people do.
Labels don't tell us much. Imagine you told Barbara, in the elevator,
that you are a coach or a consultant. Are you talking about working
with high school kids, senior managers, or actors? Few job labels tell
your audience who you work with. Most labels are not only vague but
don't help to prompt the conversation to continue.
You could be more specific and tell your prospect you are a tax
accountant or an automation specialist. That gives people some idea of
what you do, but still doesn't explain why your prospect should care.
Instead of using a label, you could tell your prospect how you do your
work, the processes you use. You might say, "We analyze light
manufacturing companies to identify areas where the addition of a
programmable logic controller could boost throughput." If she
understands what you are talking about, you still haven't given her a
reason to contact you.
Whether you are an executive coach, lawyer, accountant, or automation
specialist, when you start talking about the processes you use eyes
glaze over and minds shut down. While you may have developed processes
that no one else uses, prospects don't car about the process, at least
not initially.
One of the most common mistakes people make is assuming their message
should be about themselves. If you are in business to provide services
and products to clients and customers, your marketing message should be
about their needs and wants. Here's the difference:
• "I'm a marketing coach." (It's about me, and who really cares?)
• "I help independent professionals attract more clients and make more
money." (It's about what I do for others and should prompt the
question, "How do you do that?")
Your prospects' primary concern isn't you. They want to know what you
can do for them and how you can help them profit, financially,
physically or emotionally. They want to know if you can solve a problem
for them.
To get attention with a short sentence about the problems you solve,
you might tell Barbara you "help reduce manufacturing operating costs
and increase profits". Cost containment is a continual problem for any
CEO and should pique her interest and prompt follow up.
Stop shutting the door to new business with your business marketing
message. When people ask you what you do, avoid using a label or a
discussion of process. Instead, quickly clarify who you help and what
type of problems you solve. One sentence should do the job.
Talking about what you do in a new way takes a little getting used to.
The first couple of times you stop yourself from saying, "I'm an
executive coach or consultant" and replace it with a marketing message
or elevator speech that describes how you actually help clients, it
will feel awkward. Keep using and fine tuning your small business
marketing message and soon it will not only give prospects a clear idea
of what you do but you'll be comfortable using it.
Once you have a 15 second mrketing message that works you can use it
in the elevator, in the airport, on the phone, and at parties and watch
your business grow.
You'll b e more successful with a brilliant marketing message and
elevator speech. You'll be able to quickly help people understand how
you can help them so they'll buy from you. The author, Charlie Cook,
helps small business owners and marketing professionals attract more
clients, whether you are marketing in print, in person or online. Sign
up for the Free Marketing eBook, '7 Steps to get more clients and grow
your business', full of practical marketing strategies you can use to
increase profits at www.MarketingForSuccess.com
What You Do In 15 Seconds with Your Marketing Message
by Charlie Cook ©2007 In Mind Communications, LLC, all rights reserved.
You're in the elevator and your friend John introduces you to Barbara
who is the CEO of one of the companies you'd like to do business with.
Barbara asks, "What do you do?" Here is your chance to make a
connection with a prime member of your target market. You want to get
her attention, make a positive impression and get her interested enough
to continue the conversation. You've got about fifteen seconds to do
this.
Do you have an elevator speech? Whether you are in the elevator, or on
the phone, the way you start the conversation will determine whether or
not it will continue. You could tell anyone what you do if you had half
an hour, but with fifteen seconds you're likely to simply label
yourself, as most people do.
Labels don't tell us much. Imagine you told Barbara, in the elevator,
that you are a coach or a consultant. Are you talking about working
with high school kids, senior managers, or actors? Few job labels tell
your audience who you work with. Most labels are not only vague but
don't help to prompt the conversation to continue.
You could be more specific and tell your prospect you are a tax
accountant or an automation specialist. That gives people some idea of
what you do, but still doesn't explain why your prospect should care.
Instead of using a label, you could tell your prospect how you do your
work, the processes you use. You might say, "We analyze light
manufacturing companies to identify areas where the addition of a
programmable logic controller could boost throughput." If she
understands what you are talking about, you still haven't given her a
reason to contact you.
Whether you are an executive coach, lawyer, accountant, or automation
specialist, when you start talking about the processes you use eyes
glaze over and minds shut down. While you may have developed processes
that no one else uses, prospects don't car about the process, at least
not initially.
One of the most common mistakes people make is assuming their message
should be about themselves. If you are in business to provide services
and products to clients and customers, your marketing message should be
about their needs and wants. Here's the difference:
• "I'm a marketing coach." (It's about me, and who really cares?)
• "I help independent professionals attract more clients and make more
money." (It's about what I do for others and should prompt the
question, "How do you do that?")
Your prospects' primary concern isn't you. They want to know what you
can do for them and how you can help them profit, financially,
physically or emotionally. They want to know if you can solve a problem
for them.
To get attention with a short sentence about the problems you solve,
you might tell Barbara you "help reduce manufacturing operating costs
and increase profits". Cost containment is a continual problem for any
CEO and should pique her interest and prompt follow up.
Stop shutting the door to new business with your business marketing
message. When people ask you what you do, avoid using a label or a
discussion of process. Instead, quickly clarify who you help and what
type of problems you solve. One sentence should do the job.
Talking about what you do in a new way takes a little getting used to.
The first couple of times you stop yourself from saying, "I'm an
executive coach or consultant" and replace it with a marketing message
or elevator speech that describes how you actually help clients, it
will feel awkward. Keep using and fine tuning your small business
marketing message and soon it will not only give prospects a clear idea
of what you do but you'll be comfortable using it.
Once you have a 15 second mrketing message that works you can use it
in the elevator, in the airport, on the phone, and at parties and watch
your business grow.
You'll b e more successful with a brilliant marketing message and
elevator speech. You'll be able to quickly help people understand how
you can help them so they'll buy from you. The author, Charlie Cook,
helps small business owners and marketing professionals attract more
clients, whether you are marketing in print, in person or online. Sign
up for the Free Marketing eBook, '7 Steps to get more clients and grow
your business', full of practical marketing strategies you can use to
increase profits at www.MarketingForSuccess.com
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