Weekly Smart Networking Wisdom of Liz Lynch
Contributing Expert and Career Success! Partner
Ever feel like you're speaking a completely different language when you're relaying your branding message or elevator pitch to others? Even when you deliver it coherently without stumbling over your words, something seems to be lost in the translation because people just aren't "getting it?"
What's often lost in the translation, what others aren't understanding is, "What's in this for me?"
Defining your brand and differentiating yourself are important, but at the end of the day, people won't buy from you or hire you unless they understand how they will benefit. And while you can make the translation easily and automatically in your own head because you're so familiar with your work, it's a shift that's not so easy to make for someone hearing it for the first time (or even the second or the third).
So no matter how enthusiastically and cleverly you are broadcasting, "Here's who I am and what I do, shouldn't everyone want this?" potential clients, hiring managers, and networking contacts are waiting to hear, "How can this help me or someone I know?"
How do you relay your brand message so that others see the value more clearly? Here are four ideas that can speed the absorption of your message:
Focus less on what you do and more on what your target market gets. How specifically will their life or business change once you're in the picture? Will they make more money, decrease risk, save time or hassle? For example, don't just say, "I'm a financial analyst" but instead say, "I help companies make more money with their investments."
Go into more detail using examples. Since a good percentage of the population is visual, sometimes telling a story can illustrate the benefit much more clearly. You can describe a problem that you faced and the result that was gained. For example, "The company was spending money in marketing that wasn't bringing them any customers. I worked with them to invest in programs that brought in new customers and eventually tripled their revenues.
Tie it into their specific situation.Well, there are a number of ways I help depending on the situation, so I'll give you an example. What industry are you in?"
Make more information readily available.
Liz Lynch is author of Smart Networking: Attract a Following In Person and Online (McGraw-Hill, 2009) and a sought-after speaker who brings a practical and insightful perspective to networking that has connected with a global audience. Liz is also founder of the Center for Networking Excellence, a company that develops products, programs and seminars to help entrepreneurs and professionals get clients, build their businesses, and accelerate their careers through networking.
Co-host, Career Success Radio Show
A leading authority on career success; 15-year executive coaching veteran
Contact: Andy@CRGLeaders.com, 239-285-5575