I generated some great dialogue to yesterday’s post Stop Talking Like A Girl…
So, I decided to share some tips & resources how-to transform your small-talk to building Capital in Your Conversations as quickly as possible.
It’s about building relationships, my dear.
So, we need to learn how-to power network without dishing out a scripted impersonal mini-commercial. Just like we click off an annoying TV commercial. We do the same for any pushy-me-me-me advertisement.
Relationships are built on trust, respect & honor.
Remember, people work with people they know, like & trust. So, be yourself & enjoy networking now.
In Empowering Women to Power Network, I explain the importance of promoting yourself in 20-seconds, 2-minutes & 10-minutes.
A few great resources are:
— Laura at 15secondpitch.com Laura is an Expert on Marketing to Women and Co-Founder of 15SecondPitch.com, the only company that focuses on training women to market themselves more effectively. She has a ton of energy, and she energizes everyone she meets.
— Rhonda from 2 Mintue Networker. Rhonda’s products & services help you make a more lasting impression with a little more time.
— My personal (and professional) favorite is Ann Convery of Speak Your Business in 30 Seconds or LessÃ¢â€žÂ¢. Ann shares what I call my “Sabra Spunk”…she keeps you on your toes, keeps you thinking, and just is great what she does.
[If you decide to work with any of these great gals, [please say “hi” for me, K?]
So, what do you do? Can you say it like this?
Excerpt from Empowering Women to Power Network.
Speak Your Business in 30 Seconds or LessÃ¢â€žÂ¢ by Ann Convery
Have you ever watched a TV news show and intrigued how well a guest speaks? TheyÃ¢â‚¬â„¢re so concise and passionate, and they always know the right thing to say. Did you know that many of these guests have been media trained?
Since the media is tricky, itÃ¢â‚¬â„¢s very important to be able to talk in sound bites. While you are not allowed to sell your products or services, producers know the interview is helping you do exactly that. A producerÃ¢â‚¬â„¢s goal is to have you “edutain”, seduce, and Ã¢â‚¬Å“hookÃ¢â‚¬Â an audience as long as possible, because you can be clicked off in an instant, and thatÃ¢â‚¬â„¢s not good for ratings. The one constant is the need to throw out short, strong hooks into the conversation, again and again, to keep the viewers tuned in.
The media is tricky because we’re tricky. It’s kind of like verbal fly-fishing. Research shows that humans categorize each other in less than 150 milliseconds. For over fifteen years, I borrowed the media format and applied it to business conversations. I help people attract more attention, business, and money, by training them, such as the conversation one my friends and I shared below.
Tamara, a web designer and graphic artist, called me in a total panic. “I’m going to a party tonight and there’s a guy named Rick who owns a two million dollar firm and he’s looking to revamp his entire site and what on earth do I say when I meet him? I don’t want to sound pushy. I hate talking about what I do. I just wish I could drag my laptop along!”
Most of us, especially if we’re artistically inclined, wish our work would speak for itself. Tamara and I needed to come up with what she could say that would grab Rick’s interest, even if he had a designer already lined up.
I asked Tamara to describe what she did. “I’m a web designer. Most people give me that polite stare, and I let it go at that.”
Actually, Tamara was an Internet marketing maven who could take a brochure web page and turn it into a cash machine for her clients, and I reminded her of this. “Oh, the cash flow depends on their business,” she said, minimizing her importance. “Besides, I can’t brag.”
I told Tamara to stop saying “I am a web designer.” We’re always looking to pigeonÃ¢â‚¬â€˜hole each other, which is one of the ways our brains keep us sane in this overÃ¢â‚¬â€˜saturated world. If Tamara allows herself to be labeled, she allows others to define her. People will stop listening instantly because they think they know what she does.
Next we narrowed her job to her most interesting niche. It was a sure bet that Rick was interested in two things Ã¢â‚¬â€˜ saving money and making money. I asked her how many ways she had of increasing client income, and what her results were. “OK. I’ve developed six profit centers to increase cash flow from a website, so my clients see an increase of up to 34% within three months,” said Tamara. “But it’s just a part of what I do.”
But that’s all she needed to hook his interest. Don’t pour on the details Ã¢â‚¬â€˜ it’s the kiss of death. The media has changed the way we think. Skip the story. Just gimme the headlines.
Tamara had terrific numbers, and numbers are an excellent hook. Do you have numbers? Examine the results you produce for your clients. You’ll find a goldmine.
People love numbers because numbers sound “real.” Numbers also generate curiosity and anxiety, another useful tool. The media has known this forever Ã¢â‚¬â€˜ The 5Ã¢â‚¬â€˜Minute Trick that Melts Off Fat! 44 Things To Do To a Naked Man! If Tamara invented six techniques to increase income, it ups the anxiety in her listener, who doesn’t know what they are. This is pure bait. It’s designed to provoke a response, such as, “what are they?!”
The most important part of Tamara’s message is the benefit Ã¢â‚¬â€˜ more money. Suddenly her market widened. She went from being a designer to a moneyÃ¢â‚¬â€˜generator. “So I’m a digital cash cow?” she teased. Do you have sleeping markets you’re not addressing?
I suggested that Tamara tell Rick about the cash flow, and then stop talking. We all have about a 15Ã¢â‚¬â€˜second attention span, so take advantage of this rhythm. Allow Rick to ask a question. Then in the next 15 seconds, mention the benefit and invite him to comment. The sooner she involves him the more investment he has in her idea. Tamara and I spent the next hour coming up with eight more secondÃ¢â‚¬â€˜liners, so that she doled out tantalizing bits of information about her business but never gave the entire story. In effect, she created an entire subliminal marketing conversation, which generated a lot of heat, all without a sales pitch in site.
The next day I got a message saying, “Mtg w/ Rick Thursday!!”
Try this type of message the next time you describe what you do. Don’t explain anything. Hook your listener instead. The results will surprise you, and I guarantee you’ll have a lot more fun.
Ann Convery, MA, is a speaker, trainer and author whose passion is turning people on to the extraordinary power they have hidden in their every-day conversation or speech. For 15 years she has prepared clients for CNN, 60 Minutes, The New York Times, the Vogue, People, Self, and other outlets. Ann created “Speak Your Business in 30 Seconds or LessÃ¢â€žÂ¢Ã¢â‚¬Â and offers private training and seminars on Easy Sales, Networking, Portable PR, and Money Magnet Speaking.