by davidlecours | Jun 22, 2010 | Experience Marketing
The self-introduction is such a simple and effective way to build awareness for you and your firm. Often called the “elevator speech,” I prefer “self-intro” because delivering a speech in an elevator is absurd. Plus, the goal is to engage in a dialogue, not deliver a monologue. When asked “what do you do?,” seize this opportunity. A compelling self-intro is a catalyst for someone to ask you follow-up questions. Before you know it, you’ll be engaged in a stellar conversation. Conversation leads to connection: the ultimate goal.
I understand that it’s awkward talking about yourself because you fear sounding pompous. As a result, most of us self-introduce poorly. But done well, it’s an authentic, two-way, targeted marketing communication tool that can instantly create a favorable impression for you and your firm.
Self-Introduction Basics
I recommend having two versions of your self-intro. The short version should be about 10-15 words. Mine sounds like this: “I’m a consultant & speaker helping AEC firms fight commoditization to win new business.”
Here are the key elements (using my example above). Include your occupation (consultant & speaker), target audience (AEC firms) and specific benefits received from working with you (win new business). The key is to craft something you’d say to a friend. If it is too canned, you’ll sound like a cheesy pre-recorded salesbot and you’ll never use it.
For the long version of your self-intro, start off with a question that demonstrates that you understand a commonly held challenge facing your target audience. I would ask, “you know how AEC firms are often perceived as commodities? Well, as a consultant & speaker, I help firms fight commoditization to win new business.” According to Michael Port, author of Book Yourself Solid, you might elaborate on your services or add an example of a “wow” success story. This would start off with something like, “can I share a story about a firm similar to yours that we helped?” Then you share that story.
Common Mistakes
I recently led a workshop on this topic for my Toastmaster’s club. Here are some areas where people struggled. By only stating your occupation, “I’m a marketer,” you instantly commodify yourself. Another pitfall is saying what’s true, but not unique. For example, “I work in marketing for an architecture firm.” Remember, this is a positioning statement which is about differentiation. Finally, watch for language that looks impressive when written but sounds ridiculous when telling a friend. If you include business cliches like “synergize, best of breed, core competency, win-win or paradigm shift,” then punch yourself in the mouth and start over.
Next Steps
The exercise of writing your self-intro forces you to narrow your focus and prioritize. Start working on your 10-15 word short version to pique enough interest that you’ll be asked follow-up questions. When your self-introduction is clear and concise, like the premise of a great movie, then others can easily spread your message like a blockbuster referral.
by davidlecours | Jul 10, 2009 | Content Marketing, Presentations, Strategy
For those looking to stretch their marketing budget, I can’t think of a more cost effective way to attract clients than Thought Leadership. The more a prospect can experience your thinking, writing or speaking, the more they perceive you as an expert, and the less “selling” you have to do. Content Marketing is effective for Thought Leaders because prospective clients can get to know, like and trust them in a no pressure, non-sales context. Here are some tips on how to position yourself, or Principals within your firm, as Thought Leaders.
1. Designate Ambassadors
Designate someone in your firm to be the Thought Leader for each market sector in which you seek work. For example, our client Aquatic Design Group is a market leader in designing and engineering competitive swimming pools (a market sector). They happen to have an Associate who is a former collegiate All-American swimmer. Combined with strong writing and speaking skills, he has instant credibility within this tribe.
2. Discover Where Your Audience Gathers
Ask your best clients which market specific trade publications they read and which conferences they attend. Then introduce yourself to the editors of these journals and offer your Thought Leader as a resource for journalists. Journalists constantly need credible references to interview for stories. Once the relationship is established, inquire about submitting an article or offering story leads. For national conference speaking opportunities, you’ll need to respond to a RFP a year in advance. But there are plenty of local trade organizations hungry for great speakers. Your Thought Leader doesn’t even need to speak. For example, I have put together panels and have emceed for SMPS, Pecha Kucha and USGBC events. This allows me to benefit from the halo effect of being onstage moderating the speaker panel. While it’s tempting to write or speak to your peers (fellow professional service providers), remember to focus most of your efforts where potential clients, not competitors, congregate.
3. Create a Content Ecosystem
Start with writing to develop mastery in articulating your subject matter. Then move to speaking using content you’ve written about. Give away free samples of your knowledge. Leaders demonstrate confidence by sharing their abundant expertise, not hoarding it. Tell real success stories and don’t be afraid to offer up your failures and share lessons learned. This is what makes you human, and will draw people to you. Communicate that you care about your audience’s world and challenges, and you will be invited in.
Thought Leadership requires an investment of time. This guide should help you get started. Be sure to promote your speaking or writing using the power of Social Media. Also, find multiple channels to distribute your content to maximize ROI. For example, this blog post began as an email marketing letter. It has also been broken down into a series of tweets. It could be made into a short video or podcast. Don’t overlook print to distribute your writing. You can a create a 1-page printout of a relevant post to pass out at events where you attend or present.
Whether writing or speaking, Thought Leaders are perceived as experts. Clients like to hire expertise. What are some methods you have used to demonstrate expertise? How do you promote your Thought Leadership activities? Has it ever led to new business?
by davidlecours | Feb 11, 2009 | Branding, Strategy
As Professional Service Marketers, we have the challenge of persuading prospects to purchase something that doesn’t exist. Prospects cannot “test drive” their future multi-million dollar building. Sure, you can show past projects, but that doesn’t guarantee future success. Especially if the project incorporates new technology.
The solution to this dilemma is to have a unique project delivery process that demonstrates your ability to solve problems and deliver successful projects. This communicates to the prospective client, “we don’t know all the answers to the questions your project may present. But, we have a proven process that consistently allows us to find the right answers.” By showing how you’ve helped other clients with your unique process, you put the prospect at ease, and you differentiate your firm from your competition.
1. Process Defined
Process is simply your project delivery method spanning from initial meeting through the life cycle of the building.
2. Why Brand Your Process?
There are many reasons to make your process a persuasive tool to convince clients to select your firm. First, services like Architecture, Engineering, and Contracting are simply a promise. So, we need to empathize with the scary leap of faith our clients make in entrusting us to deliver on our promise. A proven process helps to soothe client fears during the emotional sales cycle. Also, process is an opportunity to differentiate you from your competition. Process is scalable and can be implemented at firms sized from 1″“1000 to reinforce brand consistency across all branch offices. Finally, process is an asset that can live beyond the founding principals of your firm. This can add value in the event of ownership transition, merger or acquisition.
3. Develop, Articulate and Brandâ„ Your Process
Begin with listing the various steps your firm goes through to successfully complete a project. Determine all the key checkpoints for quality assurance. As you make this list, filter it through the positioning of what makes your firm unique. In other words, don’t focus on things that everyone else does. Work with a writer or brand communications firm to articulate your process in a way that is simple and compelling to a prospective client. Then brand it with a memorable name and even register it as a service mark. Our process, called The Joy of Six, is described in greater detail here. I recommend a circular process to close the loop by measuring results of the completed project. This informs an improved next project and hopefully get you re-hired.
4. Demonstrate How Your Process Yields Success
When meeting with prospective clients, don’t just show a portfolio of completed projects. Demonstrate how you reach successful results by presenting highlights of each project phase in the context of your newly branded process. Show sketches, talk about overcoming challenges, and share how intelligence gained in one project phase informs success in the next. When a prospect sees how your process delivers on past promises, it plants the seed of future success in in that prospect’s mind.
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