I attend a lot of networking events and currently belong to two different networking groups. I finally figured out what can make them feel tedious and drawn out at times: When people make it about themselves instead of other people, namely their customers or who they serve, I lose interest in what they are saying.
You’ve heard it before, “I’m an attorney and I practice criminal law, the usual, DUI’s, domestic violence and I also handle civil cases”. While this describes ‘what” they do, it is totally focused on them and not “who” they do it for.
Other examples of making it about you, is in website copy. Or sales pitches, or through email when contacting someone you don’t know.
The cardinal rule: Don’t ever make the conversation about you…make it about them- 100% about them.
All of your marketing material, emails, promotions, website copy, letters, elevator speeches, networking meetings, should be 100% about your audience-what you do for them, what you can do for them, and what you will do for them.
People are only interested in “what’s in it for me”, and the more you can make your message about “them” the more successful you’ll be. They want to know what results you bring, what value proposition you bring.
Derek Halpern, of Social Triggers has a great downloadable pdf, called, “How to Email Influential People”. He talks in great detail about this exact issue and while his article applies to emails, it is relevant for everything else as well.
Assignment: I challenge you to take a look at your website copy, marketing materials, previous email you have sent out, and your elevator speech. Look closely-have you made it all about you? Where can you make the changes to make it all about “THEM”.
See if this doesn’t make a huge difference in making connections with others and getting more “yeses” in your business!
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