On my podcast, ‘The answer is brand’ I received the following question, however this week it’s a bit different…
As it’s from me.
I’ve been surfing through industry-specific Facebook groups and forums, and there’s one issue I encounter each time…
Conversations that don’t lead to more business.
Like most things in business, it starts with branding, and conversations are no different.
Near enough every service-based business lays its foundation on conversations.
The answer then lies in providing more ways to have conversations.
However, at some point, you have to change to sales.
Let’s strip this strategy back to its roots.
My structure is as follows…
- Impact statement
- Unique solution
- Desired result
I had the pleasure of training under Donald Miller, the writer of ‘Building a StoryBrand’.
His book outlines a structure of an elevator pitch, ultimately the response to the question,
‘What do you do?’
Usually, upon hearing this question, we stumble on our words, not truly knowing what to say.
I could say “My names Danny. I’m a graphic designer and I work in branding”.
What this response achieves is stalling the person’s curiosity.
Suddenly they know exactly who you are and what you do.
So how do you kindle the fire of curiosity into a meaningful conversation?
Impact Statement
No doubt this is the most important part of the structure here.
Your attempt at a meaningful conversation succeeds or fails on this component’s performance.
It halts their thought process, cuts off communication…
A sure opportunity for you to explore your brand.
Let’s say for example you’re at a networking convention.
30 or so people gathered around, ready to hear each other’s ‘pitch’.
- “My name is Dave, and I run Dave’s construction and I help you with building projects”.
- “My name is Jack, and I own Jack’s solicitors, and I’ll help you with legal matters”.
“My name is Sarah and I run…” Do you see the monotony in it?
It’s dull, but we’re expected to give straightforward answers.
‘Give your piece, tell us your business, and let us come to you.’
An impact statement shifts this pattern.
It gives information that’s factual or incredibly intriguing to your clients or customers.
“Most people can’t state clearly what they do, never mind give me a compelling reason as to why I should buy from them”.
This is my impact statement. It’s relatable to near enough every enterprise within the service industry.
Unique solution
You’ve captured the listener’s attention…
Where do you go from here?
This is where we discuss how we solve their issue.
The issue I gave them was that they couldn’t clearly tell me what they do.
Now I provide the solution.
‘We have a process to help you discover your unique competitive advantage’.
A ‘process’ is predictable, applicable, and formulaic. It presents simplicity for the solution.
It helps a person visualise how using your process, solves their problem.
Desired result
This section of the structure is about telling them the end result of working with you.
Whether that be growing as a business.
Finding a sure customer base.
They can work in a specialised way.
Increase in profit.
This is your chance to let them know what’ll come out of them working with you.
“The business can start to grow again with confidence”.
This ties in with our trademark ‘brand confidence’.
You might’ve noticed that I haven’t said what it is I do yet…
That’s the beauty of this plan. You don’t have to. A hint there, a kindling of curiosity here, and a problem solved within the space of a minute or two helps avert that.
Never disclose your occupation.
This opens the door to assumptions, and as mentioned above this leads to nowhere.
Let’s watch the structure come together.
“Most companies can’t state clearly what they do, never mind give me a compelling reason as to why I should buy from them”.
“Knowing what makes you truly unique and makes you stand out in a crowd of sameness”
“At Danny&co, we help you discover your unique competitive advantage, so you can start to grow again with confidence”.
All this together acts as a catalyst for conversations, but ultimately this is supposed to lead to THE question.
“That’s interesting. How do you do that?”
If you have a question about starting, growing, or scaling your business head here to record and send your question in. It’s not only a great way to promote your business, but it also helps other businesses who might be encountering a similar issue/question to you.
