“I want you to tell all your friends about me…”
You’ve heard this line before at a networking event. It’s usually followed by:
“…so we can invite them round to your house and pitch them on becoming Diamond Level Enchanted Unicorns in our Emu urine-based line of toenail cleansers…”.
This time though, it WAS compelling. When HE said it, I really DID want to tell all my friends about him, or at least I would when the event was over.
Why? Was he using hypnotic powers? Mind ray? Bribing people with a signed photo of Sharon Davies?
We’ll get to that in a second.
First, here’s a truth – if you want people to talk about you, they need to be clear on what you’re about.
If people have no idea what you do, who you do it for and how you can help, they’re not going to talk about you.
“You have to meet John…”
“Really? Why, what does he do?”
“Well, he.. you know. He writes things… I’m not sure what kind of things exactly, but he wears a T-shirt and works from a garden centre, so…I don’t know, maybe he writes about seeds…or maybe he just has a fetish for pensioners…”
I know this “be clear on what you’re about” thing sounds like easy-peasy business stuff, but don’t gloss over it. Three weeks ago, my wife and I were chatting about work when she finally had to admit something:
“You know, you keep saying the word ‘copywriter’, but, I have to be honest, I have no idea what that is…”
Needless to say, I immediately contacted a solicitor and began divorce proceedings. Some problems just aren’t worth fighting for.
Regardless, ever since then, I’ve been more restrained in my use of the word.
I should’ve said, “I write web pages and emails that sell stuff”.
(I’ll make sure my next wife understands this point thoroughly before things get “matrimonial”. I’ll probably create some form of test.)
Here’s something to think about – when you talk to people about your business, are you – like me – using terms they don’t understand?
Could someone confidently explain to someone else what you do after talking to you?
If you want people to talk about you, they need to be able to talk about you.
Anyway, back to what made the pitch in the opening so compelling…
“I want you to tell all your friends about me…”, the man in the black suit asked.
“What are you?”, the guy replied, desperate to know.
Even superheroes need help with marketing.
Have a great Monday, an awesome Tuesday, a sophisticated yet relaxed Wednesday and I’ll see you again Thursday.
P.S. You’ll be pleased to know that there is no “P.S.” today, as I’ve given it the day off.
However, there will be 18 of the damn things on Thursday, so enjoy it while you can!