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- "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
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
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
door to new business with your 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
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 that describes how you actually help clients, it will feel awkward. Keep using and fine tuning your 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 marketing message that works you can use it in
elevator, in
airport, on
phone, and at parties and watch your business grow. - 2004 © In Mind Communications, LLC. All rights reserved.

The author, Charlie Cook, helps independent professionals and small business owners attract more clients and be more successful. Sign up to receive the F*ree Marketing Guide and the 'More Business' newsletter, full of practical tips you can use at http://www.charliecook.net