Your favorite key on your keyboard: DELETE.
Your favorite filing cabinet: It’s round or oval and it sits on your floor.
Face the facts. Because of this pandemic, your attention span has shortened. Your patience has shrunk. You’re running out of Purell.
Follow these crucial steps to not get deleted by your marketplace.
• Know your market’s pain point. Your audience could be an entire industry sector, a note to a connection on LinkedIn, or an email to a prospect. Do NOT talk about yourself/your organization. Do NOT lead with, “Click here” or “We do xyz” or “I’d like 10 minutes to…” It is not about you. It’s about what you can do to solve your market’s problems.
• Start your messaging with “YOU” and not “I”. You’ve researched your target and you now know who they are. Sounds obvious, no? But this step takes time and we’ve seen organizations skip over this. Do NOT be generic. Make your emails specific and relevant so that your audience spares you, reads you, and might even respond to you.
• Keep it short.
• Add credibility sprinkles. Sprinkles, like on a cupcake. Share your track record without oversharing.
• State your ROI. In the over 4,000 presentations we’ve evaluated most Return On Investment themes center on money and emotion. Often money and emotion are two sides of the same Clorox wipe. Tell us if you’ll save us time, money and headaches. Remind us that you’ll increase our competitive advantage. All of this will make us happy.
• Add your CTA – Call to action. What do you want your audience to do, think or feel as a result of your message/pitch/email/LinkedIn spiel? Make sure you know what you want, tell us what you want, and tell us what the next steps are.
Remember “Hunger Games”? We at Speak For Yourself® want you to survive. In this Minimal Attention Economy the burden is on you to move the needle.
You don’t have much time to win our attention.
© 2020 Karen Cortell Reisman, MS, Executive Communication Author & Speaker. All rights reserved.
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Good reminder about focusing on the client, not your own needs
Thanks Izzy! We have an incredibly limited amount of time to capture our audiences and if we just talk about ourselves and start with “I” do this and that … we will get deleted before the second sentence.
Karen