Crafting Key Messages to Help Others Help You

When building a business, a great deal of effort is put toward identifying marketing messages so that others have a clear understanding of what your company has to offer.  The same should hold true when considering a new job opportunity. Often, when someone sits down with friends, business associates or new networking contacts, they just “wing it” when telling their own story and asking for help.  We have all heard someone say, “If you know of someone who is looking for someone like me (or a business like mine), let me know!”  But how often do we really know exactly how to help that person make a meaningful connection?  Even though you have the best intentions, you may find that you agree to help, and then just move on in your daily life. Whether putting together a business proposal, seeking a business partner, trying to attract new business, or looking for a new job opportunity, it pays to think through this three-part communication strategy so that you are telling your own story well, and asking for connections in a way that helps others understand how they can assist. Step 1: Positioning Statement This is a brief summary of your professional life, or your business. When asked, "What do you do?" or, "Tell me a little about your company,"  you should have this positioning statement at the ready. Keep these ideas in mind when crafting this key message: <ul> <li> <div>Keep it short.  When stating who you are or what your company does, keep it under one minute of speaking time.  Think of it as a sort of “elevator pitch.”</div> </li> <li> <div>Be Specific! The more specific you can be, the more likely the listener will understand your experience and how it relates to something they need or how to connect you to someone they know who may need you or your company’s services. In addition, in the case of job interviews or working with a recruiter, it allows the listener to understand how you may fill a specific opening or fit within an organization.</div> </li> <li> <div>Personalize it! Use your own words and personality to show some enthusiasm about what you do.</div> </li> </ul> Example: “I am a search consultant in the wine industry.  My personal passion for wine and food, combined with several search projects within the wine and hospitality industries has allowed me to create an extensive network in an area that’s interesting and fun!” Step 2: The Why Statement Every meeting has a purpose.  Think about what has brought you to this moment or to a specific meeting with a specific person.  The question you are answering may be “Why did you decide on this business?” “Why now?” Or in the case of job search, "why are you looking?" or "why are you considering a move from your current position?"   In the case of business development, this is often an exciting and easy question to answer.  But you may find yourself in a transitional time that was not necessarily of your making --say in the case of a layoff or business has slowed to a point that employment for a company has become a new option.  Whatever the case, when creating this key message, remember to:   <ul> <li> <div>Answer this question in a succinct manner that allows the listener to be satisfied that the question was actually answered.</div> </li> <li> <div> Be honest.</div> </li> <li> <div>Be positive.</div> </li> <li> <div>Keep it short and simple and segue into the next part of your communication strategy.</div> </li> </ul> Example: (For someone in job search who was recently layed off)  In a recent downsizing of our company, my department was restructured and my position was eliminated.  Step 3: Professional Objective The Professional Objective is your opportunity to explain what you are seeking from the person you are speaking to, or to describe what it is you want to do next in your career.  Be as specific as possible.  In any networking situation, someone can only help you if you are clear in the direction you are going.  Imagine if someone pulled over in their car, rolled down the window and asked you, “Can you tell me how to get there?”   Your first response will be, “Where?” So often in networking, we ask our friends, our relatives and our business contacts, “Can you help me get there?” without explaining where “there” really is.  For this key message: <ul> <li> <div> Have a very clear professional objective for your company or yourself.  Often it is not a specific transaction you are requesting.  You may simply be seeking a connection to someone who can provide information or guidance for your business or job search.</div> </li> <li> <div>Define your objectives.  It’s okay to have more than one objective – but be sure to clearly differentiate the paths you are considering.  If you have focus, others will better understand what you need and how they can help.</div> </li> </ul> -       Example: “I am looking for opportunities to speak to senior leaders in the wine industry to discuss what they see happening in 2009 regarding growth and challenges in finding the best talent for their needs.” Practice and Be Genuine: As you create your own communication strategy for your business, to seek new partners, or for a personal job search, write it down and try it out on family and friends.  By honing your message, you will go from being scripted, to being yourself.   Use your personality.  Say it with passion.  Nothing works better than being genuine about what you do and what you want to do next. 2009-01-16T07:31:17Z

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crafting-key-messages-to-help-others-help-you

2009-01-18T22:21:17Z

Developing a business? Searching for a better position or career? Crafting key messages is vital to helping people help you. This three-stage communication process ensures you have a few key messages to make your efforts more successful.

Crafting Key Messages to Help Others Help You

2009-02-24T09:48:33Z