Client Magnet

No matter where you go – especially in America – one of the first questions out of the mouth of a new connection is, “What do you do”. And if you’re like the vast majority of people you answer with something along the lines of:

• I’m an engineer
• I’m an attorney
• I own a few restaurants
• I’m a consultant
  
• I’m a doctor
• I’m a graphic designer
• I’m an architect
  
• I work for Acme Company – we make widgets

This response is what I call your “label”. It has very little to do with what you actually do. It’s just the quickest path to make a solid connection – or so we think.

Labels are like stereotypes. Right or wrong, we all have an internal definition of engineer, doctor, lawyer, marketing VP, accountant, attorney, consultant, etc… Think about it for a minute. What do you think of when you hear those labels above. How many of those labels come with built-in negative connotations? Which label am I talking about when I say nerdy, pocket protector, unfashionable, geek? What label am I talking about when I say expensive, elitist, necessary evil?

How many lawyer jokes have you heard? Doctors are commonly referred to as “quacks”. Is this the first impression you want to give?

With initial introductions like this, is it any wonder that most people struggle to see the business benefit in networking? If you lead with your label, you’re not controlling the recipient’s impression. You’re relying on their internal stereotype for where they place you. And how does anyone rank a bunch of attorneys or advertising execs when they all say the same thing?

In order to regain control of the conversation, stop using your label and start using the formula below:

I work with (target audience) who struggle with (issue/challenge).

THEN STOP! DO NOT SAY ANYTHING ELSE!

This short and sweet formula is the beginning of revolutionizing your marketing efforts. In order for this to work, you must have a clear understanding of who your target audience is and their #1 struggle related to your business.

With this answer, you’ll get interest and excitement instead of glazed over eyes. By using this formula it forces the recipient to look at you differently. It forces them to make a decision on what to do next.

Let them make a decision with their response. Now that they have an informed perception of you, they know what to say next. They may need your services personally; or they may know someone that needs your services. But either way, they’re taking the next step with you.

Let’s look a few examples:

In a room full of doctors, “I work with women in their 40’s who struggle getting pregnant.”

Advertising/branding, “I work with Fortune 500 companies that are currently “Challenger Brands” and want to become household names.”

Legal, “I help someone of the verge of divorce ensure that he/she gets her fair share of the assets.

HR consultant, “My company works with executives from the world’s largest hospitals who are pulling their hair out because they cannot keep good nurses.”

Financial consultant, “I help people with six figure incomes put their children through university without paying through the nose in taxes or eating up their savings.”

You can see the difference (and power) in the formula. If you’re at all interested in what that person is offering, you perk right up. Now you’re viewed as a problem solver, not just a label. No one needs another label working with them.

Like I said before, this does require that you have and understand your target audience. For most business owners, this is the hardest part. I just wrote a blog post on Fast Company’s site about the benefits of niche marketing that’s right in line with this.

Wrap Up:

Ultimately, a strong elevator pitch or 30 second commercial is what separates you from the pack. Like all effective marketing touch points, if it’s focused on your client & their issues – instead of you and your offerings – you’ll be in good shape.