Imagine riding an
To be asked for your card by a stranger after a self-introduction that lasts no longer than thirty seconds: that is the mark of a compelling
This is what Brenda says: “I help couples to furnish and decorate their new homes in a style that’s all their own.”
Jeanette says, “I work with growing companies that need to find talented people so that they can continue growing and become more successful.”
Each of these is good enough that Jeff and Brenda and Jeanette can give out their business cards. They concisely describe their customers and the benefits they provide. Yet, these
For example, unless you are already somebody who wants to accumulate wealth by investing in undervalued stocks, Jeff might only be remembered for his sharp suit and irrelevant career.
Empathy gives it power
That compelling power comes from describing with empathy the emotional discomfort or pain that you relieve. That is the core of a compelling
Here is Brenda’s
Fluff is forgotten
At parties, mixers, wedding receptions, conferences, and a variety of other situations where people meet for the first time, people often forget others they meet. That’s how
For example, Ed uses this
To most people he meets, Ed’s
The simple impression that Ed creates centers around his enthusiasm and possible overstatement. (Still amazing after eight years?) Ed needs to demonstrate relevance.
When it’s all fluff
Until you credibly mention emotional discomfort, and at least imply that you can help, most people do not care about:
- o the awards you’ve won.
- o how many staff you have.
- o how much experience you have.
- o how long you’ve been in business.
- o your education.
- o your business location.
- o your business hours.
- o your basic business values.
- o the important people you deal with.
- o amusing rhymes about your company.
Pain relief = relevance
Relevance makes a compelling
If your babysitter’s parents had just divulged their hiring woes, would you ask Jeannette for her card? If your neighbour had recently lamented having to lay off workers, would you ask Jeannette for her card? If you were frustrated about office politics affecting performance among your own employees, would you ask Jeannette for her card?
It’s not about you
- o Who you are (name with or without title or organization).
- o Three problems you solve (succinctly described in emotional terms).
- o That you can solve such problems (concisely stated in emotional terms).
- o A hook question (e.g. Is this important to you?)
When people ask what you do, do not talk about yourself. Rather, describe concisely the emotional discomforts that you relieve – perhaps affecting your listener or people they care about. Then, state that you help to stop or to avoid such pains. Now your business card is worth asking for.
After 30 seconds or fewer (before the