I was recently asked to speak at a regional event and just prior to being introduced new members were asked to stand while providing a two-minute “infomercial.” One after the other each provided their name, rank and serial number as if over rehearsed. With the enthusiasm of sleep deprivation each provided a title for their business, i.e. Chiropractor, Dentist, Florist etc.
The problem with these responses is not only boring but also provides little reason for anyone to conduct business with you. When you introduce yourself by title, invisible fences and filters arise because the listening individual may not have an immediate need or they are biased. For example if you introduce yourself as a real estate agent and the listener is not selling or buying property they “tune out.”
Professional services must review their methods of audience engagement to assist networking and lead generation. It is important for two things to occur 1) engage people in order to develop customer centered relationships and 2) illustrate the value you provide to differentiate your practice from others.
When professionals speak they must think in terms of marketing. Marketing is a process that enables you to engage individuals by sharing value based information that aid in developing relationship. Over the last 30 years one of the best methods for establishing this value is with an audio logo. Similar to the manner in which Coke or Nike uses logos to initiate and sustain brand, your audio logo can provide similar.
What is an audio logo? Some may say elevator speech, some a value proposition. Semantics aside an audio logo provides three vital elements: your target market, the issues they have and the value you provide. Simply put, an audio logo is a succinct statement that states what you do without providing a title. For example if you are a Chiropractor you might say, “I work with men and women ages 35 to 50 that greatly suffer from stress and chronic fatigue. I quickly accelerate their agility and flexibility” Not once do we speak in terms of prescription and methods. Nor do we speak about title.
Audio logos remove the stigma of stereotypes while improving the messages sent to prospective clients and peers. The reason – the next statement from the listener will be, “How on earth do you do that?” There is intrigue, desire and most important no filtering. The listener is totally engaged with you.
Don’t believe me take a few moments look into the mirror and state what you do. Then take a few moments to list on a piece of paper the three elements of the audio logo. Which do you deliver with more passion, conviction and interest? Which provides a better statement of value for you? Try it today and watch your conversations soar!
I don’t like the phrase “audio logo” (I’m starting to like “personal mission statement”), but otherwise this article makes a ton of sense. So many business people identify themselves in a careless, offhand way instead of seizing this as the golden opportunity it is.
As Drew says, make an effort.
Tell us who your target market is and how you creat value for them.
And make sure you are prepared with great customer stories to tell when they ask, “how do you do that?”