Effortless Networking

Just a couple of questions for you today.

If you’re using business networking as the main (or only) way to market your business,

• How did you choose this method? Based on what factors?
• Is it the most effective method, given the nature of your business? What makes you say this?

I find that many people are frustrated with their networking efforts.

I’m curious to hear about your opinion and experience, so I hope you’ll post your comment below.

Taglines, to me, are very similar to the 30-second pitches. Both are about “telegraphing” your message to your audience — quickly, precisely, and memorably.

So here is a guest article about taglines. The same principles behind creating taglines can help you create your 30-second pitch.

Enjoy!

The Trouble With Taglines: Why This Catchy Phrase Can Lead You Astray and What You Can Do About It
by Kim Castle, BrandU®

One of the most powerful components of a brand’s message is the summation of a brand’s position in the marketplace, the promise it offers, and the value it means to your customers; wrap that in a catchy turn of phrase in as few words as possible and you have yourself a tagline. The trouble is… you need a great tagline to penetrate the overwhelmed mind of your customer and set up permanent residence in their psyche.

The trouble is… a great one is hard to create.

In a sense… taglines are magically delicious.

WHAT MAKES THEM SO GOOD

In a nutshell, taglines are an evocative and inspiring call to action that is specific to a specific business and sets a foundational tone for the business or product. They take away all guessing from your customer’s minds.

Web usability expert and author of Don’t Make Me Think, A Common Sense Approach to Web Usability says, “nothing beats a good tagline” even on the web.

Typically they take one of eight forms:

1. An imperative call to action: Just do it.™ (Nike)
2. An emotive call-to-action: When you care enough to send the best. (Hallmark)
3. Link a product feature with an abstract need: A diamond is forever.™ (DeBeers)
4. Single word benefits: Live. Love. Eat™ (Wolfgang Puck)
5. A direct tie to brand experience: You’re in Good Hands With Allstate™ (Allstate Insurance)
6. A promise: When it absolutely has to be there overnight.™ (FedEx)
7. The pain of not using the product: Because so much is riding on your tires. (Michelin)
8. A clever tie to the name: Every kiss begins with Kay. (Kay Jewelers)

However, just knowing a form does not make the magic. The form is just an empty shell without first defining the meaning of the words you actual use.

You also need a decision process to determine which form works best for your business.

Want to know the secret?

The magic is not in the actual words. It’s in a process to arrive at those words and put them in the right order.

Most business owners rush to craft the clever words before they even define the words and what they mean. It’s like wondering what kind of camera you should take with you to Mars when you haven’t even designed the rocket ship to get you there.

The lack of a process keeps business owners guessing for their tagline ‘out there’ in creative land.

In my near two decades in the brand business, I have developed a skill for writing these illusive creatures. Not just because I’m a brilliant copywriter. Not just because I’m clever— although several years as a stand-up comic surely helps.

My ability to craft the perfect unique tagline for a business is because I am able dive into the heart of a brand and bring up the gold. I’m able because of the heart of the brand is in it’s core values and core promises which is derived in the language portion of the brand creation process in Stage Two of BrandU® aptly called Brand Power™.

Here are examples of recent taglines I have created for clients once they have gone through the branding process. (Note these taglines are legally protected by copyright by each client.)

Together making thirst history.™
(Water 4 Life brings great water to the people that don’t have it.)

Bringing Out the Real You.™
(The Reveal System is a natural way to lose weight fast.)

Scientific Keys for Living Well.™
(The Feng Shui Advantage uses the ancient Chinese science of energy.)

Clarity All the Way to the Bank.™
(BrandU® is a process to develop business ideas into a money-making marketable brand.)

Notice these tagline they communicate more — they have a deeper resonance.

The reason: each word has a precise reason for being used and the process to arrive at those words addresses the four-dimensions of being human.

Sound complicated? It’s not. It’s a process.

So… the next time you find yourself looking ‘out there’ for the catchy summation of your brand’s position, promise, and value… stop. Remember your customers and multi-million dollar business deserve more than just a guess. You deserve clarity all the way to the bank.™

© Castle Montone, Limited

Author and BrandU co-creator, Kim Castle teaches entrepreneurs and small business owners how to turn their business ideas into a moneymaking marketable brand — from idea, to brand, to market. If you want to experience clarity all the way to the bank™, get your FREE branding tips now at www.whybrandu.com.

“[My biggest networking challenge is] starting! I think not having a good ice breaker outside of “Hello, my name is…” gets pretty boring and routine. Also how do I make an impression that leads to a sincere building professional relationship?”

Last week I wrote about what it takes to easily start conversations with anyone.

This week let’s consider how to make an initial impression that paves the way to building a long-term, sincere professional relationship.

Here’s the “secret”:

• first discover a shared interest
• then agree that you do in fact have this common interest.

After all, what would be the foundation or basis for the relationship, if you didn’t have any common interests?

So when you think you might want to build a strong professional relationship with someone, start by considering these questions:

1. Why do you want to build a professional relationship with this person?
2. Why might the other person want to build a relationship with you?
3. How did you come to this conclusion? Based on what?

Your responses to these questions will help you engage in a productive conversation with this person on this topic.

You’ll be able to better explain to the other person why you’re interested in building a long-term working relationship. This helps the other person get a clearer sense of where you’re coming from.

You’ll also be able to talk about why the other person may want to consider such a relationship as well. Who knows? You might even bring up things he or she had not considered.

And if you are sincere about what you’re saying, your sincerity will naturally come through.

Try it. See how it works out for you.

(FYI, more on this topic is covered in module 3 of the Effortless Networking home-study program. To find out how to get a complimentary copy of this program, click here.)

Many people attend business networking events or join leads groups without doing much research.

If you did, here is what you might find:

“[My biggest networking challenge is] finding an appropriate networking group. Most groups are comprised of businesses with annual revenue of less than $1M. We really have nothing to offer businesses of this size.”

Or your experience may be this:

“I cannot find a networking group to attend. I am a single mom, I have my own business in the financial industry and I would lile to take my business to the next level. Morning events do not work I take my daughter to school and I am out doing appointments in the evening. I am also looking for a networking group in the Htfd area of CT that does not have many financial professional members already. What do you suggest?”

My response: If you can’t find a group that fits your needs, create one!

I recently wrote about someone who created her own group, and is already reaping the results. Click here to read that story.

If you custom-design a networking group built around the shared objectives of the group members, the return on your investment (of time, energy and money) will be well worth it.

For instructions on how to create your own group, click here.

Important note: to get good returns from networking groups, you do need to invest your time, energy and usually money as well.

If you can’t or aren’t willing to do this, there are alternatives. Click here to read about some of these other options.