Your message must GRAB your potential client immediately. It doesn’t matter if it’s for marketing, referrals or an elevator speech… your message has to cut through the clutter and grab them.
There are 3 basic ways to accomplish this:
- Don’t talk… DEMONSTRATE—For example, when I’m talking to a client about how much in fees and taxes my plan can save them… I DON’T talk… I demonstrate. I reach into my drawer and count out hundred-dollar bills, real ones. They now get that this isn’t theory. We are talking real money they are bleeding each and every month or year (you can scale it as you need to).
- Use case studies—people want to know how what you are offering them… has benefited people just like them. They want to live it vicariously.
- Call to Action—at the end of your message, whether it is on paper, a website, email or in-person… at the end of your message you MUST give them a call to action. Tell them exactly what the next step is. Research shows that when you tell people exactly what to do… and amazing amount of people will do it!