What You Say Isn’t What They Hear

by Dale


I did an interesting experiment last summer. I had started a small study group made up of all kinds of people in the marketing field. There were around twelve of us. We had met roughly four times. At the beginning of each meeting we went around the room and introduced ourselves.
At the fourth meeting I asked everyone to introduce the person next to them. These people knew each other. They had met for one on one meetings. And….they had a really tough time saying what someone else in the group did.

Can we extrapolate a lesson from that? Mais oui.
Just because you think you are being clear, your words may not register as meaning for the person to whom you are speaking.
What to do? Here are a couple ideas:
1. Use analogies starting with: have you ever known anyone who (name a need) that your perfect client might have.
2. Cause curiosity by saying less instead of more. Make them work by asking you questions.
3. Spend some time researching three competitors. Now, make a list of what they offer. Next to that column make a note of how you do that differently or better. Next, make a list of the three most important needs that your client probably has.
Next, craft an introduction weaving those points together.
Try to make it surprising or at least interesting. Then you put in memory hooks too.

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{ 2 comments… read them below or add one }

Carl Francis March 15, 2012 at 8:13 am

In your first blog, just your first point would have been plenty all by itself! It really got me thinking. Let’s talk more about it when we meet. Really insightful.

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Dale March 15, 2012 at 8:47 am

Carl,
Thanks for the kind words. It’s always amazing to me that when we scratch the surface of something that looks relatively simple…it’s not.:)

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