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Essential
Message # 001:
Is context
clouding your message?
If you're like most people, you feel the need to give people the context of what you're saying before telling them the important stuff.
You probably do it in your memos, proposals, networking introductions, presentations and speeches, and sales letters.
While context can be crucial in some situations, it often creates distance between you and your audience.
These two techniques help you -- and the people you speak to and write for -- get to the point more quickly. Try them. They really work.
1. Next time you introduce yourself in public, like at a networking event, don't give your audience a chance to tune out: skip the part about your name and your company, and get straight to what you offer.
They couldn't care less about who you are until after they think you have something they need. Starting with non-essential stuff simply gives them time to tune out. If they show an interest, you can easily fill in the blanks later.
2. Next time you write a memo, recommendation or email, try this after you write your first draft. Replace the first paragraph with the second paragraph or delete it entirely. For a case study we developed for a client, this is exactly what we did -- with dramatic results.
Instead of giving the company background and context, now the very first line of the case study is: 'Global success couldn’t keep Carrefour Spain from falling prey to the retail industry’s most common problem: inventory and cash shrinkage.'
Admit it, you want to read more too...
Essentially yours,
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then communicating it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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