Most of us say something like, ‘I am a lawyer’. We all know what lawyers do, so the conversation stops and goes nowhere. However, if you tailor your answer within the parameters given below, you’ll suddenly find a very interested audience.
Sean: Business communication is often very flat. I help to make it exciting.
Operative 2: The problem — this is very important. Always have a problem.
Operative 3: The solution — how you fix the problem.
—I use cartoons to help businesses get their message across. (This is the process.)
Sean: I am a cartoonist.
Question: Ooh, that’s cool. Which newspapers and magazines do you draw for?
In the first conversation, I could actually control the line of questioning. It ensured that my message got through undiluted.
More often than not, people have no need for your product or service, but they will invariably run into someone who does. The clarity of your audio logo, will help the listener totally understand what you have said. And they might even be able to replay it word for word.
Whip out your business card, and don’t forget to ask them for theirs. Get them in your database. Keep in touch with them. If you have a website, you can direct them to the website.
Summary: Steps for your audio logo
1) Determine your target audience.
2) Insert the problem.
3) Provide the solution.
4) Explain the process.
5) Get across your positioning statement.
6) Give them additional information and a case study.
7) Give them your business card and ask for theirs.