How Many Passes Do They Make?

Here’s an exercise for you.

Click on this link:
http://tinyurl.com/2zwhrf

Go ahead. It’s okay. It’s safe.  It’s short. It’s G-Rated. You’ll be amused and amazed. And be assured, there’s no virus and you won’t get spammed.

It’s an Awareness Test. Go ahead, watch it. Here’s the link again http://tinyurl.com/2zwhrf

What was that all about? Why did I want you to watch that video? Here’s why… 

One of the most powerful marketing and positioning tools you have is the Audio Business Card. The purpose of this “You In A Box” is to provide the listener… your prospect… a thumbnail sketch of who you are, what you do, and howyou can be of benefit to them.

It should be informational (tell what you do), short (no more than 12 to 18 minutes), and compelling (make the listener say, “Wow! Makes sense. I want more information.”)

One of the biggest problems consultants make when putting their message together is trying to accomplish too many things. The result is that the main message is lost in the clutter.

When your message isn’t clear… when you don’t make a compelling case for what you do… for the benefits your prospect can get from working with you… when you focus on too many things and your prospect can’t focus on the main benefit you provide… they may miss the “moonwalking bear” – the real reason you put the Audio Business Card together in the first place.

Here are a handful of questions to consider when constructing your Audio Business Card message.

1. What do you do that keeps you so much in demand?
2. What kinds of companies or businesses can benefit the best from what you do?
3. What do you find is the biggest problem most businesses have?
4. What, typically, has gotten them into that situation?
5. What kinds of things do you do to help them eliminate or minimize their problems and improve their profitability?
6. Can you give an example of a business that faced a typical challenge that most businesses face and applied the things you teach them, and what the result was?
7. If someone wants to get in touch with you to find out more about what you can do for them, how would they go about it?

Keep your interview conversational. Avoid reading your answers. Be spontaneous and off the cuff. Be brief, concise and to the point. Your total interview should last no longer than 12 to 18 minutes. Make your message compelling and eave your listeners wanting to know more about how you can help them.

It’s not about how many “passes they make”… it’s about not missing the “moonwalking bear”.

Said another way… It’s not about what you want to talk about… it’s about what they want to hear. It’s not about YOU… it’s about THEM and how you can benefit them.

Do these things and you’ll have a message that your prospects can’t help but respond to and will seek you out for your help.

As always, please let me know your thoughts.

Martin Howey, CEO
TopLine Business Solutions