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Get to the Point
Communicating clearly can mean the difference between
landing or losing a client, or getting or blundering a promotion. I coach
my clients that if they want to be heard, get directly to the point.
If you're focused and have a
plan, you can deliver a compelling message that grabs your audience's
attention in 30 seconds or less. The key is knowing what you want, who
can give it to you, and how to get it. Below are techniques for how you
can communicate concisely when building your business.
Design Your Story
Let's start with a simple, yet
beneficial concept. How do you explain what it is that you do
professionally? Everyone you talk to (at parties, at the supermarket, on
a plane) is a potential customer. The key to messaging with them is to
convey to your listener what you can do for them. Like any good story,
your message needs a gripping headline, informative content, and a solid
close. To do this, start with the basics and obtain your objective by
asking yourself, "What is it that I want to achieve?"
Next, consider "your
audience." Who is listening and why? Is this the right person? If
not, can this person lead you to the right person? Once you've gathered
enough information on what you want to accomplish and to whom your
message will be delivered, you're ready for the next step.
Design the Right Approach
The right approach is starting
with one sentence that will lead right to your objective. We all remember
slogans like, "Friends don't let friends drive drunk," or
"McDonald's is your kind of place." What you want to do is
narrow your message - your slogan - to one memorable sentence. Next,
create a hook that snags their attention right off. With a
"hook," you want to captivate and motivate. You can find your
hook by studying your objective and boiling it down to a one-liner. For
example, if you're in real estate, you might say, "I help people buy
their dream home."
What is unusual about your
product or service? What is unique? How does it make an
impact/difference? Use the answers to these questions to create a hook
that is dramatic, visual, or even humorous.
Following your hook, add in your
subject and your call to action. Your subject should include the
essentials of who, what, when, where, why, and how. Your call to action
should seal the deal, ask for what you want, and let people know how to
do business with you. For example, "May I send you more
information?", or "How about getting together soon and going
over the details?" Or having them come to you with a sense of
urgency, “I’m offering a special for this week only,” or “For a limited
time only, I’m offering gift certificates.”
Design the Message
Now, put it all together and
start to practice, as experience can be your best teacher. Note the
reactions of your listener, see if your point gets across quickly and
effectively, and use that feedback to update and change your message to
even better results.
For more information these
techniques and coaching, you can contact GinaMaria directly at jerome@leadershipguild.com.
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© 2009. All Rights Reserved.
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