Today, I want to help you attract more high quality sales leads and referrals, with a tested and proven idea.
I need to start by asking you an important question: How easy is it for people to describe what makes your service special?
Here’s why this question is so important.
Make it easy to spread your message
If you want people to spread the word about your business, you need to make it as easy as possible for them. You also need to ensure they share the correct message, so the marketplace gets the right impression of what makes your business remarkable.
Whilst many small business owners develop an elevator pitch, a script they can use to quickly describe their business to a stranger, very, very few create a script for their clients or customers. As a result, it’s hard for people to know what to say about you. They may tell their friends that they value working with you or that they recommend you, but that’s way too vague.
What you need, is for people to have a very short, powerful script that inspires interest in you. Something that will motivate people to check you out!
A very different kind of script
I’m not talking about handing your clients a script and telling them to recite it to their friends.
No.
I’m talking about creating a 4 or 5 word script that follows your work. Something that is printed onto your packaging, added to your emails and featured prominently on your website or blog.
Do not confuse this with one of those generic mottos or tag-lines you see some businesses using! It’s pointless to say “we try harder”, “we’re obsessive about quality” or “we always go the extra mile”. EVERYONE makes those claims.
- Your script needs to be specific to you.
- It needs to be relevant to what makes your business different from your competitors.
- And, if you want it to spread, it must be easy for people to remember and say.
This is an example of how to get it right.
A finger lickin’ good message
Here’s how an international brand used this idea with huge success:
The team behind Kentucky Fried Chicken wanted to give their diners a simple way to describe how tasty the chicken was. So, they made it super simple. They placed a short, powerful script on all their packaging. It described their food as, “finger lickin’ good”. Those who ate and enjoyed their chicken, now knew exactly what to tell their friends. Moreover, they were delivering an amazingly powerful, professionally written script!
Regardless of what you happen to think about deep-fried chicken, the mental imagery conjured up with that script is powerful. The idea of people enjoying their food SO MUCH that they licked their fingers, would surely motivate their hungry friends to give KFC a try.
And that’s what happened. Millions of times. Worldwide.
Your script
Take some time to think about your business and what you would like people to say about you. Then, spend as much time as necessary crafting a powerful, extremely short script that captures the key benefit of your product or service. You may find it helps, to research the scripts already used by successful brands in different industries to your own.
If you don’t have the time or expertise to get this right, pay for a professional to do it for you. Just don’t miss out on great word of mouth referrals or targeted sales leads, because people aren’t sure how to recommend you.
Tip: Here’s some advice and examples, on how to attract word of mouth referrals – Why your business needs a story.
