Stop Putting Your Prospects to Sleep – The Power of “Verbal Branding”

What makes YOU the clear choice?

Many people think a first impression refers to the first 5 minutes that we meet someone. The truth?

In the first 8 seconds of meeting you, someone will decide your:

  • Income
  • Education
  • Professional status
  • Success level
  • Heritage

From 3 feet away I have already made up my mind about you.

 From the first 12 words out of your mouth you are:

  • Judged
  • Labeled
  • Categorized

Is this fair? Maybe. Maybe not, but it is fact. Our job as business professionals is to make sure we are creating the kind of impression we want in those first 8 seconds, 12 words, and 3 feet.

Are you going up against some of the best in your industry?

If yes, do you have the tools to make yourself the clear choice? People aren’t deciding on who to hire based on just your website, office location or views. They are deciding in the first 8 seconds, and they probably don’t even realize it. This first impression, and especially the first 12 words is where the need for powerful “Verbal Branding” comes to play.

Verbal branding is:

The ability to speak about your business in an unusual, fresh way so clients get a true sense of your expertise.

This ability can make you stand out from even the best in the industry…or it can lump you in with everyone else, and make you very forgettable.

The better your verbal branding, the more memorable you are. The more memorable and unique you are, the more appointments you get. The more appointments you get, the more sales you close, and the more people you serve.

You + Powerful Verbal Branding = More Impact…More Influence…More Income $$

These are the most common mistakes most people make when speaking about their business.

1. They Get Tongue Tied

For some reason, the words just do not come out as planned. You may think faster then you can speak, so there is little sense in what you are saying. You think back after these conversations and wish you could do it over again.

2. They Create Confusing, Mental Clutter for the Listener

There is only so much time a potential client will give us. Often, a business owner will share so many things with so little focus. The listener is left feeling confused and overwhelmed about what the business actually DOES.

Sometimes, the client may have even been clearer BEFORE the conversation with the business owner. Too many choices are offered which leads to confusion and mental clutter. As you’ve probably heard, a confused mind does not buy.

3. They Sound Like Everyone Else

Most presentations in a variety of industries seem to focus on saying the same things:

  • “We will save you time”
  • “We will save you money”
  • “We think outside the box”
  • “We offer great customer service”

When you say the same thing as everyone else, you blend in, and your bore your listener. “Thinking outside the box” at one time was an innovative metaphor that really worked. Now, there are so many people thinking “outside the box” that I think it’s more memorable to tell folks you stay IN the box, so you can get more done in a more focused way! When you sound like everyone else, you will be a faded memory just 5 minutes after you leave.

4. They Say Too Much

Often we can get off track and start to ramble. This is a sure way to look and sound like an amateur. Less is more. Simple is better. Clear, concise explanations will get far better results. Don’t talk yourself right out the sale.

Listen more. Talk less. Don’t use 50 words when 23 will do.

5. They Wing It

Many business people have been in their industry for so long. They feel they don’t need to prepare or do any homework when speaking about their business. This is a big mistake.

Professional athletes practice thousands of hours in the off season to work on their craft. Are you giving this kind of attention to your business and your livelihood?

 6. The One Size Fits All Panty Hose Approach

What does this mean? It means business people speak to generically. They have given a similar presentation so many times, they can can do it in their sleep. While it’s great to be very comfortable with your pitch, it can often create a perceived lack of enthusiasm, energy and passion. As a result, the client feels he is one in a thousand, and you don’t think he is important.

7. There is No Strategic Targeting

You wouldn’t speak the same way at a birthday party as you would at a business networking lunch would you? It’s no different when you are marketing on different social media channels.

You need to respect the etiquette and “Dress Code” of each of the social networks, as they are all different.

  • Facebook…
  • Pinterest ……Visual
  • LinkedIn…
  • Youtube….video
  • Instagram…..visual
  • Periscope… stream
  • Flicker…

Understanding how to navigate and speak on each platform is crucial. Very few companies understand the nuances of each venue. Being an expert in just one can make a difference in your business.

8. They Speak to Everyone, and End Up Speaking to No One.

Many people say “everyone” is my client. That is too broad for me to wrap my head around as a prospect. You must give me only two areas you service at a time.

  • I always ask my clients: “What is your chocolate and vanilla?
  • What are the main services that bring in most of your revenue?
  • What are you KNOWN for?

Anything more gets overwhelming and confusing (see mistake #2 above about mental clutter) that becomes a separate side conversation.

9. They Speak in Industry Jargon

I believe you should always speak in casual, conversational English.

Leave out the industry slang, technical language, and acronyms that only people in your industry would understand.

This is a common complaint when companies speak to their IT managers. The IT pros speak in a language that leaves the customer having no clue what the hell they are ACTUALLY saying. I’m sure many of us experienced the same when speaking to our doctors.

10. Not Speaking the Language of Their Target Market

Understand your audience, and speak in THEIR language.

If your target is millennials, you’d better learn to speak millennial. If you are targeting high net worth clients, you’d better understand how to communicate in a way they are used to. If you are talking to overseas clients, you’d best understand their cultural nuances, and if you’re selling to a business and you’re not speaking about ROI, you are not going to close that sale.

Be clear about your expertise, and be able to express it in a powerful way. This will set you up in a position of being able to impact and influence more people. Stand out, be confident, and be remembered!

Verbal branding is the gateway for impact and influence.

If you would like to see how verbal branding can make a difference in your sales or marketing, call me at 917-842-0283 and let’s have a conversation.