When someone asks you what you do, what is your first reaction?
Most of us say something like, ‘I am a lawyer’. We all know what lawyers do, so the conversation stops and goes nowhere. However, if you tailor your answer within the parameters given below, you’ll suddenly find a very interested audience.
Example 1: Conversation With A Cartoonist
Question: Hi Sean, what do you do?
Sean: Business communication is often very flat. I help to make it exciting.
Sean: Business communication is often very flat. I help to make it exciting.
There are 3 operatives in that statement.
Operative 1: Your target audience — in this case it’s business people.
Operative 2: The problem — this is very important. Always have a problem.
Operative 3: The solution — how you fix the problem.
Operative 2: The problem — this is very important. Always have a problem.
Operative 3: The solution — how you fix the problem.
Question: How do you do that?
Sean:
—I use cartoons to help businesses get their message across. (This is the process.)
Sean:
—I use cartoons to help businesses get their message across. (This is the process.)
—Now they’re interested. They’re nodding, and want to know more. So, keep talking.
—Cartoons are likeable, and memorable (Your Positioning Statement). Because cartoons are a visual medium and capable of great exaggeration, people tend to relate to them quickly and retain the information much longer. (Further information about your product/service.)
—Finally give them a case study.
Example 2: Now let’s look at a normal conversation
Question: Hi Sean, what do you do?
Sean: I am a cartoonist.
Question: Ooh, that’s cool. Which newspapers and magazines do you draw for?
Sean: I am a cartoonist.
Question: Ooh, that’s cool. Which newspapers and magazines do you draw for?
It’s now too late to steer the discussion because it’s already taken a different track.
In the first conversation, I could actually control the line of questioning. It ensured that my message got through undiluted.
Why is this positioning is so vital?
More often than not, people have no need for your product or service, but they will invariably run into someone who does. The clarity of your audio logo, will help the listener totally understand what you have said. And they might even be able to replay it word for word.
More often than not, people have no need for your product or service, but they will invariably run into someone who does. The clarity of your audio logo, will help the listener totally understand what you have said. And they might even be able to replay it word for word.
Going in for the kill
Whip out your business card, and don’t forget to ask them for theirs. Get them in your database. Keep in touch with them. If you have a website, you can direct them to the website.
Whip out your business card, and don’t forget to ask them for theirs. Get them in your database. Keep in touch with them. If you have a website, you can direct them to the website.
You have now done everything a sane business person can do. The results will definitely follow.
Summary: Steps for your audio logo
1) Determine your target audience.
2) Insert the problem.
3) Provide the solution.
4) Explain the process.
5) Get across your positioning statement.
6) Give them additional information and a case study.
7) Give them your business card and ask for theirs.
Going through the steps of an audio logo might seem tedious, but once you develop it, you will find it quite easy and natural. So write it down, and practise saying it today!
