I talk a lot in Outsmarting Goliath about the importance of describing yourself in memorable ways: with taglines, 30-second commercials, elevator introductions, etc. After all, if your introduction isn't memorable, then all is lost.
Here's another way to deliver a memorable description of yourself or your business. Let's call it "Debra's Formula for Marketing to the Memory." It's simple: just use this little formula to make three important points in two sentences.
1. Tell prospects what your product or service is.
3. Tell them how it differs from others.
Here's an example:
Arrow paper is writing paper that will impress clients and friends every time you use it. Unlike other stationery paper, it never wrinkles.
Notice that the Formula is short, complete and specificshort because listeners have short attention spans, complete because listeners may not take the time to ask questions for clarification, and specific because generalities are too vague and listeners won't think them through.
Here is another example:
John Doe is a barber specializing in hairstyles for senior citizens. Unlike other barbers in town, he still uses the sweet-smelling old tonics and lotions the seniors grew up with.
Now, suppose, you are John Doe and your listener is a potential client. Reword the formula to read thus: I'm John Doe, a barber, and I specialize in hairstyles for senior citizens like yourself. Unlike other barbers in town, I still use the sweet-smelling old tonics and lotions that you probably grew up with.
And here are two final examples:
Beyond Script is a unique word processing software that will allow you to write the creative prose you've always dreamed of writing. Unlike other word processing programs, Beyond Script will offer you at least three other ways to write each sentence that you type.
I'm a Virtual Assistant helping clients like you get more done in less time. Unlike traditional secretaries, I work virtually which means that you never have to devote work space to me because I work for you from my own home.
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