When someone asks you what you do, what is your first reaction? Most of us say something like, ‘I am a lawyer'. We all know what lawyers do, so the conversation stops and goes nowhere. However, if you tailor your answer within these parameters, you'll suddenly find a very interested audience.

For example: Conversation With A Cartoonist

Question: Hi Sean, what do you do?
Sean: Business communication is often very flat. I help to make it exciting.

There are 3 operatives in that statement

Operative 1: Your target audience — in this case it's business people.

Operative 2: The problem — this is very important. Always have a problem.

Operative 3: The solution — how you fix the problem.

Question: How do you do that?
Sean: I use cartoons to help businesses get their message across. (This is the process.)

Now they're interested. They're nodding, and want to know more. So, keep talking.

Cartoons are likeable, and memorable (Your Positioning Statement). Because cartoons are a visual medium and capable of great exaggeration, people tend to relate to them quickly and retain the information much longer. (Further information about your product/service.)

Finally give them a case study

For example, DHL Express was having a conference. (This was their situation.) This is how we solved the problem, and as a result they had a fantastic seminar!

End every conversation with your business card

This is vital because it prompts others to give you theirs. If they don't automatically reach for theirs, don't be shy. Just ask for it!

Now let's look at a normal conversation

Question: Hi Sean, what do you do?
Sean: I am a cartoonist.

Question: Ooh, that's cool. Which newspapers and magazines do you draw for?

It's now too late to steer the discussion because it's already taken a different track. In the first conversation, I could actually control the line of questioning. It ensured that my message got through undiluted.

Why this positioning is so vital

More often than not, people have no need for your product or service, but they will invariably run into someone who does. The clarity of your audio logo, will help the listener totally understand what you have said. And they might even be able to replay it word for word.

Going in for the kill

Whip out your business card, and don't forget to ask them for theirs. Get them in your database. Keep in touch with them. If you have a website, you can direct them to the website. (For more information about this, read the article: Getting repeat visitors to your website.

You have now done everything a sane business person can do. The results will definitely follow.

Steps for your audio logo.

1) Determine your target audience.
2) Insert the problem.
3) Provide the solution.
4) Explain the process.
5) Get across your positioning statement.
6) Give them additional information and a case study.
7) Give them your business card and ask for theirs.

Going through the steps of an audio logo might seem tedious, but once you develop it, you will find it quite easy and natural. So write it down, and practise saying it today!

Next Step: Read actionable articles on branding.

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