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Message # 050:
Do you sound like a (bad) scary movie?
I was listening to a radio show where people were asked to call in with their favorite scary movies. People rattlled off classics like Carrie, Jaws, Rosemary's Baby, The Shining and dozens more, (including Bambi and The Wizard of Oz!)
The guest on the show was a movie critic, and at one point in the show, she was talking about how hard it is for directors to make a scary movie these days. After all, movie-goers are so familiar with the scary movie 'formula', they can practically predict what will happen next at any given point in the movie.
The music is always a dead give-away. (Remember Jaws? ) Once the scary music starts, even children will say, ' ooooooh, something bad's about to happen.'
It's the same story in business. Canned elevator pitches, scripts and positioning statements are the kiss of death. Everyone knows what's coming next, and they either walk out or tune out.
Of course, using a 'proven' formula is a quick and easy way to get started -- and it might sound professional. But, it doesn't work. Whether you want to get people interested in your sales presentation, introduce yourself to clients at a networking event, or engage people in a brochure, it's worth experimenting with how you might shake things up.
Here are 3 things you can try:
1. Get the sales pitch out of the way, right away. If you're doing a presentation or a speech, your audience will be thinking , 'I wonder what she (or he) is going to ask me to buy at the end of this -- what's this leading up to?' By telling them what you'll be asking for later, you'll be allowing them to focus on what you have to offer now.
2. Address that great, big question mark that's hanging over their heads but they're too polite to say out loud. "You're probably wondering what I can possibly say that's different from what you've been hearing the past 10 years..." or, "I can guess what's on your mind right now..."
3. Show some emotion -- and make it strong. People are so used to insipid, nicey-nice statements that anyone who shows any passion or strong feeling really commands attention. "I hate it when I buy an expensive product and then I find out it only does 50% of what I need it to do..." Showing strong emotions also demonstrates that you're a real, live human being -- not a bad thing when you want to connect with other real, human beings.
Now take a look at your sales presentations, letters, emails, website and brochures. Do they follow some expected formula like a (bad) scary movie, or, do they communicate from the very first word, 'this is not the same old marketing bumpf'?
FYI
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If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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