What’s in a name or an address? Paul M Johnstone

 Just back from a great exhibition the Business Start up Show tons of people, good stands.  I got a great contact in a publishing company who have agreed to look at the two books I have written.

One of the highlights was a speed networking session which was a buzz.  If you have ever been to one you will know it’s manic and you need to have your elevator pitch all lined up.  Now getting an elevator pitch to fill all situations in not realistic, and can often be detrimental to you.  My pitch varied from a theme depending on who I was talking to.  The key here is to get the other person to speak first.

Once they have spoken you can select part of their pitch and tailor it to meet your product or service.  After all what you are doing is broadcasting your service in a condensed form to a prospect who want to know about you.  It is learning the lessons of speaking and presenting in a much more intimate environment. 

Some people did really well others average and some were clueless. Interestingly in the two hours I spent speed networking apart from me, only one other person had a badge that identified who they were and what they did!  And five of those people did not have any business cards to give.  

Preparing for any exhibition which is a glorified networking opportunity there are two things you need.  Lots and I mean lots of cards and a plan of action.  Let’s look at the former.  What information should your business card pass on?   A business card is a piece of real estate and needs to be developed.

A graphic designer friend of mine told me that for a business card to do it’s job the front should say who you are, and the back should say what you do.  Simple stuff mane contact details on the front and your area of business on the back.

Interesting!  At the exhibition I spoke to 50 people! Surprising for me that was exactly 50-50 men and women.  And I for one am glad to see more women in business.  However that group of people I hope were not representative of business today.  Fifty cards and only 17 had a physical address!

The two main reasons I hear why people don’t put an address on a card are:  I work from home and I don’t want to give out mu home address.  And it’s a web based solution so I don’t need an address.

Lets look at the first impression:  A business card with no physical address looks suspicious to a lot of people.  “Why are they hiding their location?”  “What don’t they want us to know?” these questions are being asked more and more as programmes like Rogue Traders and Watchdog are highlighting sharp practice.

The answer a PO box number- for less than a glass of wine a week the Post office will set up a PO box for you, which provides you with a professional looking address and you don’t need to go to the post office as they deliver it to your door.

There are so many on-line scams today you should use a PO box or check with your accountant as many operate accommodation addresses, and these are just as professional as the PO box.  Remember you only get one chance to make a first impression – so make it a professional one.

Catch up with you again soon!

Paul Johnstone is the founder of

The Paradigm Shakers

Providers of Thought Provoking Training

Delivered by Subject Matter Experts

http://www.paradigmshakers.co.uk/

Invest in Time it will repay you many times over - Paul M Johnstone

When you have the opportunity to speak at a Networking event, it’s best if you Invest in that time opportunity wisely.  Time spent preparing will repay you many fold.

From the forthcoming book The A - Z of Networkig

Sixty Seconds Part 1

Given that we all deliver a 60 second commercial in our networking club meetings, it often astounds me how little thought some people put in to it. In fact I was asked yesterday for tips on making an impact during a 60 second commercial. I use the word commercial as that is what a 60 seconds is your commercial, your advertisement to the world.

Now think to the memorable commercials you have seen and they all have one thing in common – Clarity.

I hear lots of 60 seconds, and a trap that many people fall into is telling the audience about their skill and not what they can do.

For example I had been listening to a personal therapist for about two years not fully understanding what it was they did. Then one day he stood up and said how would we like to kiss an ex smoker today?

Instantly everyone got it.

He told them what he could do for you. Do you do that?

Here is an anatomy of a 60 seconds:

·         Opening including who you are and what you do 5 – 10 seconds

·         Description of your product or services 10- 15 seconds

·         Your experience 5 – 10 seconds

·         Why people should advocate for you 10 – 15 seconds

·         Repeat who you are, what you do and a strap line 10 – 15 seconds

If you stick to that format you should get everything across to the audience in 60 seconds. Providing you are clear in your message, to be sure try it out on a friend or family member, if they understand so should your audience.

I used to write my 60 seconds and then call up the clock on my PC and read aloud my 60 seconds.  It is the reading it aloud that helps you time it correctly. It also lets you know if you have over-run

  

NETWORK GOLD  100 words equals 60 seconds delivery, use the word count feature on your PC and stay under 100 words rather than over.

Clarity is your key to being understood

Catch up with you again soon!

 

Paul Johnstone is the founder of

The Paradigm Shakers

Providers of Thought Provoking Training

Delivered by Subject Matter Experts

http://www.paradigmshakers.co.uk/