Come on. Admit it. You know it’s true. You have a fantastic program or service. You can’t wait to share it with others and get paid for helping people. There’s just one, little, problem. The minute you start to explain what you do – eyes glaze over. YOU’RE BORING. No one gets what you’re saying!
It’s a real problem. In an era of nanosecond attentions spans, you have to have to make an impact immediately. Otherwise, your audience tunes out and goes in search of someone else who explains stuff better than you do. Do you know how much money you just lost? OUCH!
Yes, it’s a painful reality. But, you have to take this seriously. Your marketing or branding doesn’t have a chance if you don’t grab ’em right out of the gate. I’m talking less than ten seconds. TEN SECONDS. And it really should be EIGHT.
You say, “There’s no way I can explain what I do in that short amount of time.” Of course not. No one expects that. They just want to hear what you’ll do for them in that short clip. You want to have the time to really make them understand the value of what you offer? Then, you have to first make them stop and pay attention. Once they hear the cues they’re listening for, you get to tell a little more. And, then you may get the chance to tell more and make a connection that pays off.
You can’t SELL until you effectively TELL someone why they should listen to you. What makes you different from all those other guys and gals in your niche? For instance. I know how I’m different from other so-called messaging experts. I tell clients the truth. I don’t sugar coat it. I’ve had enough experience shaping messaging to know when something rings true, or, it doesn’t. I also know how to save clients a lot of time and money by not making costly mistakes. How much of both have you wasted wandering in the messaging wilderness?
Mary Jane McKittrick is a Messaging Expert who specializes in the short, effective, Elevator Pitch.. As a Consultant and a Coach, Mary Jane inspires and empowers business professionals to craft messaging that gets measureable results. Mary Jane is a former TV News Anchor, Reporter, an Producer for 3 network affiliate stations. She has worked behind the camera in Entertainment TV, and as on-camera host of 2 nationally syndicated TV shows. Ms. McKittrick was in charge of overseeing communications for 5 statewide offices while serving as Director of Corporate Communications for a large healthcare company in North Carolina