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 What
do you do?
That very common question is an invitation
to promote your business, but more often than not it is a
wasted opportunity.
Why? The average business person is
not ready to deliver a short, crisp answer that lasts no more
than 10 seconds. For example, our 10-second commercial is
direct and to the point: “We help our clients sell more stuff.”
Note we don’t say we are an advertising
and marketing company.
Instead, we
focus on the prime benefit we deliver: increased sales.
That makes sense because most of our clients don’t really
care about marketing and advertising, but they are very focused
on increasing sales.
You can do the same by focusing on
the prime benefit (not feature) delivered by your business.
Write it down and then cut it back to no more than 10-20
words. Then memorize the line so you can deliver it in
an easy,
relaxed
tone. It could make a huge difference the next time you are
asked: What do you do?
PS: After creating your 10-second
commercial, audit your existing advertising to ensure it is
delivering the same, focused message. If that message is buried
deep in your ads, or is nowhere to be found, it’s time to
go back to the drawing board.
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