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Networking Article from Networking Today Canada, Nat'l

Introductions To Be Remembered

Author: Susan Regier

Date: Nov 2005

No matter where you are…or what you’re doing…you could be asked, “What do you do?”

Do you mumble an incoherent answer or simply stumble over words, leaving the inquirer confused.

When it’s your turn to stand before a group of your peers and inspire others to use your products or services, or to send referrals your way, are you prepared? Do others really understand what it is that you do?

Your elevator speech is a short (15-30 second) synopsis that concisely and memorably introduces you. It spotlights your uniqueness and focuses on the benefits you provide. And it is delivered effortlessly.

Basically, it’s an “Elevator Speech” that includes six elements:

Your name (you’d be amazed at how many people forget this information!)
Your business or profession
A hook that grabs attention
A brief description of your business – separate yourself from the pack
A benefit statement of one particular product or service you offer or a problem you solve
Who you do it for

The “hook” is a way to get people to perk up and listen to what you have to say. To find your hook, as yourself:

What’s the most unusual part of my business?
What’s the most interesting or exciting part of my business?
What’s the most dramatic part of my business?
What’s the most humourous part of my business?

Does your hook serve better as a question or a statement? Either is acceptable. It can be dramatic or humourous. Anecdotes and personal experiences make great hooks. But remember, your hook should relate to your objective, your listener, and your approach.

What do you do? Think in terms of the benefits your clients derive from your services: What's in it for me? By breaking your product or service down to its most basic form, you will be able to effectively describe to other people what you do. And explain who you are marketing to – who is your perfect client or who buys your product or service.

Avoid saying things that are “you” based instead of customer oriented, such as:

“I wear several hats.” (We all do. Make it easy for someone to understand what you do in a few moments.)
“My company does lots of things.”
“It’s hard to explain what we do.” (If you can’t explain it, how is someone supposed to know what you do?)
“We give great service.” “We sell only quality products” – or
“We have the best selection of products.”

Does your introduction work? People will judge not only the message, but also the messenger. How you look, carry yourself, and listen will affect what others do with the message you've delivered. Speak loud enough for all to hear and speak slowly. And most importantly, sound passionate about what you are talking about. If you aren’t excited by what you do, why would anyone else be interested in working with you?

Susan Regier is the owner and head writer of Vantage One Writing. She works directly with entrepreneurs to find their core essence and develop a compelling marketing message. Susan has a greater than 90% success rate in getting her clients the free publicity they’re looking for in print and on television and radio. To get your copy of 12 Tips to Attract More Clients & Boost Your Income, go to www.susanregier.com. Phone: 519.471.8726 Email: susan@vantageonewriting.com

Published in Networking Today, November 2005.

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