We all know that the difference between a good sales message and a great one is the power of persuasion. So how much does your messaging persuade people to think that they really should be doing business with you?
The following three steps should help you clarify your key messaging and help get it out into the wider market. It is important to be persuasive, honest and different than your competitors.
Step 1 – Review your messaging on key touch points.
These include your website, brochures, LinkedIn profile, Twitter and email footers. Lose the motherhood statements and the generic product talk. Avoid terms such as ‘leading’ or ‘highly experienced’ throughout your materials, and allow your own, original story demonstrate your experience. Let your past clients, triumphs, and testimonials show your market leading position in your community. When telling your story, make sure to give enough of your beliefs and past experiences to make it authentic, warm and personal.
Step 2 – Make a fame file and add to it at least every quarter.
Whether you like it or not, people believe what they read in the press. Collect all articles that have ever been written that have included you, even if it was just a mention. Keep a press file area on your website and post stories on social media. When you express an opinion to a journalist make sure it is clear, different than everyone else you have read so far and cite examples of why your opinion is right, whether it be numbers or cases. Own a line, prediction or position that is uniquely yours and keep using that message in all public arenas.
Step 3 – Start practicing being persuasive through public speaking.
No matter what opportunities arise to speak in front of people, always say yes. This is purely and simply to practice your powers of persuasion. Start with your own team by addressing a weekly talk on something important to your business. Think about your tone of voice, energy levels, enthusiasm and confidence. The most important thing to remember about speaking to groups is that people respond to passion and certainty. If you can hone your messages so both of those come through authentically then your powers of persuasion will be at their peak. It usually takes between 15 and 20 public speaking opportunities to really start to harness your full powers of persuasion through that valuable teacher; experience.
The more persuasive you become, the greater the number of opportunities you are likely to attract.
Vanessa Stoykov is the creator of No More Practice, and founder of the parent company, evolution media group. She has over 20 years’ experience in financial services as both a journalist and business owner. She is an award winning chief executive who is passionate about creating education and communications to help the wealth industry and consumers fulfill their prosperity potential.
