We’re in the midst of creating stories that resonate in the Customer Savvy Seminar.
That assumes the person understands your story. So they can decide if there’s a match.
That means, for one thing, no jargon or meaningless words that cannot be processed in 2-3 seconds by someone else. Here’s why.
When you’re “pitching” someone else, you get perhaps 10% of their attention. 90% of their attention behind their eyes is focused on what is important to them, e.g. picking up their kids, the parking ticket, the hair appointment, the call backs, the problem customer, etc.
So when you start slinging around technical jargon like “my GREAT Galvonic 956 Electrode Mechanism for Intercellular Facial Communication” you’ll see the glazed eyes and hear the faint, “Oh that’s nice. Say, what’s for lunch?”
Or, when if someone asks you. “What do you sell” do you reply:
“Oh, Shaklee!” or “I sell Via Viente!” (name your company)
If you do, you’ve just wasted the attention and airspace you were given. Sorry, no one knows the name of your company but others inside the company. Nor does anyone outside your company know (or care about) your product names.
Remember, you only get those first 5-10 seconds. Say something at least they can understand and has meaning for them. Names of products and companies are not it.
The class is using the orange script writing book, “If My Product’s So Great, How Come I Can’t Sell It?” here.