Prospecting Tools: One Sentence Description
A caller in the script will quickly describe their business in one sentence: “We help companies like yours evaluate the effectiveness of their marketing budget.” Can you describe what you do, in a benefit-oriented manner, in one sentence? For my money, developing a great one-sentence description of your business is better than a flashy brochure or expensive ad. And even if you need those brochures and ads, your one sentence description can serve as the hook they use to pull in customers. Best of all it costs nothing to come up with one.
It will be a challenge to boil what you do down to a few words, especially because you are so personally involved in every aspect of what you do. Ask friends and customers how they would describe your business. You may be surprised at what you hear. Look for action and benefit oriented words that convey a sense of real world effectiveness. In my example those words are Help, Companies Like Yours, Evaluate, Effectiveness and Budget (almost the whole sentence is action words!). They promise results and address key issues like budgets and expert assistance.
Once you’ve developed a simple description try it out on people when they ask what you do. Mess around with the wording until it rolls easily off the tongue at the drop of a hat. Keep it simple and use it all the time. It’s free!
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