To be memorable, be clear and concise

If you have been in any organization or networking group, you’ve been asked to voice your 30-second commercial or elevator speech. Those critical few seconds determine what other people remember about you.

Recently, while working with a small group of business leaders, we worked on the 30-second commercial. I was genuinely surprised at the look of panic on some people’s faces when asked to do a brief self-introduction. It’s well documented that more people fear public speaking than death. Looking around the room, that was clear.

After everyone did a self-introduction, we examined the disconnect between what one says and what people hear, and then further worked on the necessary precision for self-introductions.

Key elements of our discussion included these tips on what works and what doesn’t.

Start and end with your name, title, and company. Use your title, only if it clearly expresses what you do. Avoid first person, singular or plural, whenever possible (I or we). Ideally you should be talking about your company, as a separate entity from yourself. If you’re a micro-business of one, you can use first person. Don’t give a laundry list of everything you do. If you are in a wedding networking situation, stay focused on weddings. If you are in a convention situation, focus on corporate and convention services. Pare it down even further by not listing all your possible upgrades. Concentrate on the services that you are asked for most often (80/20 rule applies). Define your market area, clearly. Each market has its own unique boundaries, bridges and natural divisions. If you have elected to work within a specific portion of a Greater Tibuktu, state it. Smile! A purposeful smile puts warmth and authenticity into your voice. When one gives a deadpan delivery, the message comes across board and disinterested, as though your self-introduction is something you just-want-to-get-through. Look people in the eye. Even in a short segment, one can engage two or three people directly, for connection. If it looks like your speaking to the light features, the connection will not be there. Why do people hire or refer you? If there is one standout comment you hear, frequently from client feedback, feature it (if you can fit it in). “Most often, customers ask for the Chocolate Heart Attack, made with 11 varieties of chocolate.” or “Venue managers say that our disc jockeys are well prepared and always work as team players on events.” Rehearsed, but not memorized. Just like putting a fresh announcement on  your voice mail, your self-introduction should flow, with ease. As you wordsmith your 30-second commercial, put it in writing. When you see the words, it’s typically easier to cut away the fat. After you’ve trimmed it, rehearse until you are able to do it off-the-cuff. If you’ve mastered the introduction, it will never be phrased exactly the same, two times in a row. It will always sound fresh. If it sounds memorized, your words will lack sincerity.

Let me give you an example:

“I’m Andy Ebon, The Wedding Marketing Authority; writer and publisher of The Wedding Marketing Blog-dot-com. I assist wedding industry businesses connect with the bride, more effectively through seminars and presentations and my blog, as well as business and marketing coaching. Andy Ebon, The Wedding Marketing Authority.”

Alternate Version

“I’m Andy Ebon, The Wedding Marketing Authority. I’m a public speaker, trainer, and educator of wedding industry businesses. I help wedding industry business connect with today’s bride through business and marketing coaching, as well as my blog, cleverly titled: The Wedding Marketing Blog -dot-com. Andy Ebon, The Wedding Marketing Authority.”

I could go on… but I won’t… for now. At some point I’ll publish a Part 2. For the moment, see what you can do to improve your 30-second commercial. If you find any tips, particularly helpful, please comment.

And remember, if you can’t clearly express what is you do, and who it is you serve, how can you expect other people to make really good referrals.

Andy Ebon
The Wedding Marketing Authority

written by Andy Ebon \\ tags: 30-second commercial, Andy Ebon, concise, elevator speech, impactful, networking, organization, public speaking, Wedding Marketing Authority

As a general recommendation, I continue to suggest reading the local newspaper and/or weekly business periodical to continually assess the daily dynamics of one’s local business community and wedding industry economy. Once again, taking my own advice is tougher than it might seem.

In Las Vegas, reading about the precarious financial condition of casino/hotel giants, such as Harrah’s Corporation or MGM/Mirage, among others, is downright frightening. Understanding that the local community is experiencing a 10% unemployment rate now, that tens of thousands of jobs are hanging in the balance, and visitor/convention revenues have been trending down for a year, leaves one quite a tendency to see the glass as half-empty.

I have come to appreciate Las Vegas, as a living example of trickle-down economics. The convention, hospitality and destination wedding industry are largely tied to huge companies, and the small or micro-businesses are much further down the food chain. When big business catches a cold, small business catches pneumonia.

But there is another dynamic that has begun to occur. Many hard-working, bright small business owners have become reinvigorated by the gravity of the situation. They have taken a fresh look at their operations and marketing, are re-evaluating, and reconfiguring. As well, they are nesting with their peers. Yes, at association meetings and networking groups. But also in 1-to-1 and small group discussions, more like Think Tanks or Masters Groups. Sole proprietors benefit from this strategy, particularly, because high-powered counterparts service as sounding boards and substitutes for business partners.

Conspicuous consumption (parties or celebrations) has fallen out of favor. Believe me, though, not every business out there is one-step-from-the-grave.

I strongly believe conspicuous optimism is always a good thing. If you’re hustling, working hard, and making sales, good for you. That should be cause for optimism. One can’t control what the mega-companies do. One can make the best of your business relationships, nurture them, network, develop fresh relationships, and don’t leave any lead hanging by a thread. Close the sale or figure out why the prospect became someone else’s customer.

In a time when businesses have closed, and some are on the brink, people want to do business with stable entities. An outward disposition of optimism, appreciation, and occasional excitement creates an imbalance in your favor.

Don’t work 24/7. Enjoy an occasional small celebration of sales victories. Maybe not for the biggest sale, but for making the toughest sale.

Most of all, don’t worry. Positive disposition, accompanied with focused action is quite a remedy.

What are you doing to be positive and take action? Share your wisdom, here, with a comment.

My glass is half-full, how’s yours?

Andy Ebon
The Wedding Marketing Authority

written by Andy Ebon \\ tags: advice, Andy Ebon, associations, benefits, best, business journal, business weekly, casino, communication, community, conspicuous positive outlook, glass half empty, glass half full, Harrah's, hotel, Las Vegas, leads, local economy, marketing, MGM/Mirage, network, networking, optimism, positive outlook, prospects, public relationship, publicity, read newspaper, reading, Relationship Marketing, sales, service, services, time, trends, wedding, weddings

Susan Boyle

The viral spread of video and interest in Susan Boyle’s singing performance on Britain’s Got Talent is a true curiosity. Admittedly, my musical background makes me a tough critic. My girlfriend, Jessica, being a singer since she was 6 (first recording contract at 12), is an even tougher critic.

Watching American Idol with Jessica, who doubles as professional singer and vocal coach, is fun. She is a stickler for technique, such as correct breathing and pitch, as well as presence and delivery. She often wonders, out loud, where the American Idol vocal coaches are hiding, and how-the-heck is helping these young men and women with song choices.

So when we watched the musical performance of Susan Boyle on one of the many cable news programs, I had my opinion, but I was more interested in the unvarnished truth that Jessica would blurt out: She said, “Oh please. She sings like Kate Smith. What exactly is the big deal, here?”

I responded with my take, “The big deal is that when one looks at her, what comes out of her mouth is a total surprise. Her voice is unexpected and nice. But I would call it the Frump Factor.”

There, I said it: Frump Factor. Susan Boyle has become a novelty act because of, or in spite of her personal appearance.

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Kate Smith

Who the heck is Kate Smith?

Kate Smith was a singer, best known for her rendition of Irving Berlin’s “God Bless America“. Smith had a radio, TV and recording career spanning five decades, reaching its most-remembered zenith in the 1940s. Berlin’s God Bless America received a resurgence in the wake of 9/11 and is played during the 7th inning stretch at Yankee Stadium at every game.

Kate weighed 235 pounds at the age of 30. Her broad figure made her an occasional object of derision from fellow performers and managers; however, in her later career, some Philadelphia Flyers hockey fans  lovingly said about her performances before games, “it ain’t BEGUN ’til the fat lady sings!”

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What’s the morale of this story?

The reality of our society is that people born with extraordinary looks or financial resources have an advantage in life. It may not be fair, but that’s how it is.

However, whether one is a “Twiggy” or a big-beautiful-woman, good grooming and looking the part is an important part of getting over. I agree that Susan Boyle has a nice voice. That’s it, that’s all.

I’ll give you just one pop singer, who came from a church background. Aretha Franklin. Now she can bring it!!

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And what does this have to do with wedding marketing? Impressions. First, last, and always. We all have some challenges, but many of us create more challenges, and then blame circumstances.

Going to a networking or business meeting. Dress the part. Show up on time. Be well groomed and exceptional at what you do.

Period!

Andy Ebon
The Wedding Marketing Authority

written by Andy Ebon \\ tags: American Idol, Andy Ebon, Aretha Franklin, Britain's Got Talent, first impression, frump factor, kate smith, networking, Philadelphia Flyers, susan boyle, Twiggy, wedding marketing, Yankee Stadium