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Tuesday, September 1, 2009

In This Issue

Through the Editor’s Window
Feature

The Talking Logo - Moving Beyond the Elevator Speech

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Through the Editor’s Window

Hi regular readers, welcome new readers,

Happy Tuesday! Well, guess what, it’s a rainy morning out and I’m sitting at my desk with a very cool breeze blowing in my open windows. It’s really something else!

I was supposed to be out at breakfast with a girl friend, Kit (remember her?) but she called to say she’s running late and can we make it another day? Yep, she’s still busy as ever so we don’t get to see each other as often.

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Feature

The Talking Logo - Moving Beyond the Elevator Speech

by Joshua Willingham

We have all been there...at a party or a group gathering when you meet someone new. Whether in a business or social setting, this question is bound to come up: "So, what do you do?"

When this question is asked, you have but a short window of opportunity to grab the asker's attention and really make an impression. Unfortunately, we usually answer in one of two ways.

The first is a way that causes us to fade into the background. "I fix computers." "I'm a lawyer." "I'm in real estate." "I sell insurance." In just a few words we've told the asker that we are just another "fill in the blank." In a flash, the opportunity is gone.

The second common way that we respond to this question is our Elevator Speech. We rehearse this in the mirror, polish it down to the word, and memorize it like a school play script. When someone asks the question: "So, what do you do?" we reactively spring the well-prepared speech on them.

The active hearing turns off and a few moments later, the listener's eyes have glazed over and they are looking for a way to move away from you. They respond, "Oh...that's nice" and move on. Not the most memorable encounter, at least not in the way that you want to be remembered.

Let's Try Something New - The Talking Logo

If you really want to connect with the other person, try this useful engaging approach - the Talking Logo. This powerful, two-step process captures your listener's attention and gives you the chance to truly let them know what you do - without turning on the autopilot.

It is targeted, informative, interesting, and sets you apart from your competition. It tells the listener more than just what you do...it tells them how you are relevant.

It also invites a two-way conversation with your newly found acquaintance. It encourages them to ask more about you. The Talking Logo is flexible. If you have more than one product, you can adapt the Talking Logo to fit the occasion.

The 2-Step Process for Creating your Talking Logo

Step 1: Explain your target client market and their pain points. Use the following syntax when formulating the first part of your response: ACTION VERB (I help, I teach, I show, etc) THE TARGET CLIENT MARKET (young married couples, retirees, CFOs, IT companies, etc) HOW TO (solve or fix a specific problem or need).

* Example: A mortgage broker might say, "I help first time home buyers save tens of thousands of dollars on the biggest purchase they have ever made up to this point."

If your Talking Logo has hit its mark, you should get some raised eyebrows indicating interest as your listener asks, "Oh? How do you do that?"

Step 2: Part 2 of the Talking Logo explains how you fix your customer's pain points. You should focus on an answer that distinguishes how your exceptional product, process, or skill solves the client's problem. It is very important to be ready with this answer because you actually have the listener's attention thanks to Step 1. No missed opportunity here!

In Summary, the Talking Logo immediately differentiates you from your competition. The Talking Logo conveys more than what it is that you do, it communicates what problem you solve, your system, and how you do it distinctively. The Talking Logo makes you more memorable and referable. Try creating a Talking Logo for the next time you get that question, "So...what do you do?"

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About the author:

Joshua Willingham is a Small Business Therapist with the Gryphen Group ( http://TheGryphenGroup.com ). He helps small businesses get out of their peak and valley cycles and take their business to the next level. Joshua also is a marketing speaker, writer, and blogger who enjoys helping small business owners achieve their goals.

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