Advertisers are continually ‘testing’ their commercial long before they go into production to see how effectively they communicate. As the summer draws to an end and we are all ‘back to school’ in a sense to gear up for the fall and winter, we will be in new formal events and functions and just living our ‘everyday networking life’. Everyday is the key – that is where ‘real networking’ occurs.
When we meet people, it is important to quickly and clearly let them know who and what we are. To do this in a way that is concise, enthusiastic, and memorable, it is sometimes called your "infomercial." I like to use the acronym S.T.R.A.T.E.G.Y..
S-Make your infomercial Short and Succinct-Does it make the other person say
"tell me more” or “how do you do that?" Grab them with an ‘actionable’
headline. "I take the fear out of standing up and speaking in public…"
T-Think of it in advance.- Create different ones according to the ‘audience’ if you
can in advance. People create images and assumptions in their mind, so as
The Boy Scouts would say "be prepared"
R-Remember the Results you want to achieve. We want them to say "tell me
A-Be Articulate in your message. Paint in the other person’s mind a "word
picture." Help them ‘see’ what you do easily and effectively.
T-Time is of the essence-20 seconds is optimal. Or you will see: "M.E.G.O."
“My Eyes Glaze Over”.
E-Speak with Enthusiasm and Energy. – Your approach can be contagious when
you show your passion and interest – which means you need to have some
‘action’ in what you say.
G-Set a Goal to attain. How do you focus on what you do as a ‘benefit’ – such as
"I work with organizations that are facing the challenges of a new economy and
have a service that creates new business for them…"
Y-Focus on the "You" (the other person) – Make it easy for them to hear and
listen to you. I always give my quick ‘headline’ and then say, "What is it you
do?" Then I can find a way to "connect the dots" with us by relating to what
they have told me.
When you carefully plan how you introduce yourself, you will start interesting, dynamic conversations. Always make the person you are speaking with curious and interested. Tell them something that will stay in their mind when they think of you. The bottom line is to introduce yourself in a way that will make people want to know you better. Developing those relationships is the heart of networking.