How to clearly communicate what you do so people buy and refer you
Where does your prospective client first encounter you?
My friend, Pia Silva, has a great point about the topmost starting place of any marketing funnel: the first time they encounter you. Pia explains it and what “going offline viral” means in this Facebook Live: https://www.facebook.com/pialovesyourbiz/videos/1226511927500598/.
Create an “earworm”
You know how you hear a song or a jingle in a commercial and it gets stuck in your head? No matter how hard you try you just can’t stop hearing it over and over? For me, that’s “It’s a Small World” or any Lionel Richie song. (Lionel was known for being the King of song hooks that got stuck in your head).
I remember in my Sandler Sales Training we worked on our elevator pitch. Now just about everybody has their own techniques on creating an elevator pitch, but when you think about an EP, it’s meant to be short, to the point, memorable and clearly identifies what you do and who you do it for. This isn’t necessarily about creating a great EP, although as Pia says in her video, that’s part of it.
Notice how she talks about the very top of the funnel. I interpret that as the first encounter anyone has of you and your brand. If you’re also a reader/fan of Donald Miller’s StoryBrand framework, which I am, you’ll know that Don is consistently saying the same thing about his promise: “At StoryBrand, we believe if you confuse, you’ll lose, noise is the enemy and creating a clear message is the best way to grow your business.” It’s tactical, it’s clear, and it’s an earworm.
