Boost Sales

Here is the sound bite from my client:
Client: We offer complete marketing solutions.
Wendy: (With eyes glazing over') Huh?

The idea behind the sound bite or elevator speech is to communicate clearly, easily and effectively what you do and why someone else should be interested in what you do.

I asked my client, if a friend asked her to expla

While working with a new enlightenment client, I asked to hear her sound bite. Everyone needs a good sound bite. A sound bite, sometimes also an “elevator speech,” is a 10- to 15-second retail on what your industry does, offers or stands for. Use it when you meet someone new in business, use it at networking meetings, and use it on the telephone as part of your introductory christening script.

Here is the sound bite from my client:
Client: We offer complete marketing solutions.
Wendy: (With eyes glazing over…) Huh?

The idea later the sound bite or elevator speech is to put in words clearly, easily and effectively what you do and why someone else should be interested in what you do.

I asked my client, if a friend asked her to explain what she does, would the converse be “complete marketing solutions”? Probably not. And there’s your litmus test. If a phrase would make a friend think you’d suddenly lost your mind, don’t use it in a conversation with a prospect! Most likely, it sounds false and probably doesn’t genuinely mean anything. That same phrase may be fine in writing, for your book or web site, but it is not as effective in spoken language, cause written language and spoken language are different.

These differences come into play when you are writing an introductory inspiration script. Write your script down the way that you speak. If your script is in written language, you will sound phony. Real people do not speak with first-class letters at the start of sentences and periods at the end. People unmistakably speak more in phrases or fragments, with pauses and the occasional “ah” or “um...” Write your introductory cause script with no punctuation and no capitalization. If there is a point that you particularly wish to emphasize, underline or highlight it. It is imperative that you sound real, so you may want to try talking into a tape recorder, then playing it back and writing down what you’ve said.

Try to stay “jargon-free.” Every industry has its own jargon, but you must know and use jargon appropriately. If your prospect does not understand your industry jargon, then she will not understand you when you use it! Instead, spring up conversant with your prospect’s industry jargon—then, she will see you as an expert who understands her industry and her issues and concerns.

When you are writing your script, keep in mind a particular individual to whom you will be speaking. Picture this person as a friend, as someone who is open and receptive to what you have to say. Speak to that person as you would to a friend, and not in formal slapstick language taken from your pack brochure.

I have seen perfectly reasonable, zipper human beings come out stiff, formal and uncomfortable while trying to speak in a manner they deem to be “businesslike.” They use unwieldy phrases like “complete marketing solutions,” since someone told them it sounds more professional. It doesn’t. If no one understands what you are talking about, no one will buy your product or service. Be yourself, and speak as you would to a friend. Remember your litmus test: Do not include something in your introductory naming script that would make a friend raise an eyebrow.

The very definition of an introductory call is that you are talking to a stranger. You are telling your story to someone who knows nothing nigh you, your horde and your product or service. You must be clear. For the ultimate test, to you get on the telephone, try role-playing your script with an eight- or nine-year-old. If that kid does not understand what you are talking about—no one else will either.

© 2004 Wendy Weiss

More Articles: