This Goal is Golden: Massage Your Message

Happy 2012!

People set — and soon forget — all sorts of goals this time of year. Here’s a goal to set — and get:

Develop a million dollar message.

Craft a killer commercial. Create an “elevator speech” that differentiates and dazzles.

Come up with a reply that resonates to the question: “What do you do?”

You have less than 17 seconds to effectively respond to that question, after which you’ve lost the attention span of the person who posed it.

Simply sharing your duties won’t make an impression.

Sharing your specialness will.

You won’t impress someone by telling them you’re a “window covering professional.” You will, by telling them that you help homeowners “add wow to their windows and substantially reduce energy costs.”

No, that response won’t precisely explain all that you do. But it will interest, intrigue and inspire your listener to find out more.

People could care less what your job title is.

But they care lots about who and how you help.

Tell me you’re a “home stager,” and I’m wearied. Tell me you “help people sell their homes for much more money in much less time,” and I’m wowed.

Don’t tell me you’re a” commericial designer for an office furniture company.” Tell me you ” provide furniture that helps companies increase productivity and profits.”

Develop a powerful personal marketing message, and your prospects will understand your YOU-nique selling proposition.

Fred Berns is an interior design industry sales and marketing coach and speaker.