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Friday, July 24, 2009

OPTIMIZING YOUR IMPACT: Only Say What Needs to be Said and Nothing More

Optimizing Your Impact with Jeff Schomay

You have a great, clever, intricate, and well-devised business/ invention/ product/ story/ message/ etc. and naturally you want to tell the world all about it. You try hard to figure out how to explain to people so they will understand it, and also take interest. Unfortunately, most people in this situation just end up shooting themselves in the foot by saying too much!

Only say what you have to say. But how do you know what you have to say and what you don’t? Obviously you need to give enough information so that people understand what “it” is and how they would interact with “it.” And most importantly, what they have to get “it.” But how much is too much? How much is enough?

The biggest key here when talking about what you do is to understand the role and goal of your current communication, whether it’s a carefully developed advertisement, a presentation, or just a face-to-face conversation. Think of each instance of communication as a tool you are using for a certain task. In the end, all the tasks will build up into a full goal (likely making the sale), but you have to take it step by step, based on where your audience is at. What is the objective of each specific task? To get people to visit your website? To get someone to ask questions and become more interested? To take out their wallet? For each objective, focus your communication on just what’s need to accomplish it, and don’t get into anything else. Then repeat with the next step.

Here are some tips that will help:

Sell the idea, not the thing:
All great salesmen know this, they are not selling a thing, they are selling an idea about the thing. “I’ll look and feel really cool in that new convertible” rather than “What a unique mechanical engineering solution to improving airflow during transportation.” Or, “ I’m a reliable guy, I need a reliable watch” rather than “This watch is precision made with a special kind of quartz crystal and tons of little tiny gears to make it keep time well.”

Talk in emotional response terms:
All decisions are ultimately emotional based, so work on that level. Either tap into emotions that are there already, or plant an emotion that resonates. “Don’t you hate wasting time waiting for the bus? Sure, a personal driver is more expensive, but isn’t your time more valuable than money?”

Give them something to picture:
A picture is worth a thousand words. Conserve words, use pictures. Either show or give them something physical to see, or paint a picture in their mind. They’ll understand much better and much quicker. “Picture yourself laying under a palm tree in the warm sun on the beach, hearing the surf and the gulls. Tickets to Florida are now only $299.”

Talk in terms of what benefits they experience:
People understand things more naturally when they are put into their own perspective. They might not know anything about 3G networks, but they know very well how helpful it is to be able to check their emails from their phone on the go.

Having this strategy in play will increase the effectiveness of your communications and generating interest. And there’s nothing more to be said about that.

Written by Jeff Schomay
Inspire Your Buyer - Branding and Marketing
Optimize Your Impact. Get Better Results.
(c) 2009
Jeff Schomay is an expert brander and marketer and a professional film writer and director.

For more information, please visit Jeff's TNNW Bio.

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