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Your Phrase that Pays
| Guest post by: Maria Carlton |
Article Overview: Do you have a clever way of saying your key message so that your expertise is clearly understood? For speakers, entrepreneurs, professional experts and authorities, this is an important part of your marketing, and understanding it is really important.
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Your Phrase that Pays
In the speaking industry we refer sometimes to a 'phrase that pays' which a speaker's line that is used to help embed a concept or idea in the minds of their audience. Terry Hawkins' says: "there are only two times in life - now and too late" (also the title of one of her books). Simon Sinek says: "People don't buy what you do, they buy why you do it". Mine is: "When your brand is strong your marketing works a lot harder to make your advertising more effective". I could give a whole lot of examples, but I'd rather explain the concept and why it's important (I believe) to know what this is, and why it's not something that other speakers should feel they can just use for themselves.
If she/he feels that it is his, even though it's not trade-marked* but is used a lot by him, then it is best to just credit him with that line. If something seems so generic that it might be considered cliche, then it's worth finding the original source of it if you can. If you can't, then go ahead and use it, but at least credit it back to who you know says it a lot and uses it in their marketing a lot. Maybe they did create it first and maybe they didn't, but if they are well known for it and worked hard to make it a common term, then that's their Phrase that Pays in my view.
It also means you might just come onto his/her radar, or their followers, and it shows you as being a 'generous supporter of others in the same industry as you, who talk about similar things. I do this with Michael Gerber (The EMyth), Seth Godin (The Purple Cow) and Mark Stevens (Your Marketing Sucks!). If/when I meet these guys (two so far - one to go), I'll have a better chance of a conversation on mutual terms - plus I improve my odds (just a little) in getting these guys to endorse my own books. It's just how the industry seems to work.
What have you got to lose by saying something like:
Simon Sinek says, "People don't buy what you do they buy why you do it" and I totally agree with this. In fact, I go one step further and believe that....
These are just my thoughts on that matter and this blog was sparked by a question from a client who wanted to know if it would be ok to use a well used line like this on his own website. I know that if I found another marketing speaker who started using my Phrase that Pays on their website without asking me if I minded first, I'd actually be pretty cheesed off. I use it on a lot of my material (including website) and when I speak, so it's clearly something I feel I 'own'. I'm reasonably well known for that particular phrase
What do you have to lose by supporting these people, as opposed to being thought of as swiping their stuff?
I think it's important to understand that a Phrase that Pays is not necessarily the same as an 'elevator pitch' or a 'positioning statement'. It's more about what you want people to know, understand or 'get' clearly as a thought to mull over and use to inspire changing thoughts or actions.
I met yesterday with a banker, who was talking about how what he does is to give people a sense of relief or excitement over their banking needs. We could have used the line 'I give people a real reason to get excited about having a relationship with this bank'... or 'I help people feel relieved about their banking challenges'. Both could be also argued to be elevator speeches - and maybe are a little cliche too.
As I already said, this is not just something for speakers and authors to consider - having a Phrase that Pays in almost any industry is important to consider. How people perceive your expertise is an important part of your marketing.
So what is your Phrase that Pays?
Why does that work for you?
And does it work for your potential clients?
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Article Tags: authorities, maria carlton, marketing, Phrase that pays, professional experts
Referred by: http://www.ianberry.au.com
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About the Author: Maria Carlton RSS for Maria's articles - Visit Maria's website Click here to visit Maria's website   From Unknown to WellKnown what it costs to get there Overcoming Imposter Syndrome Are we all just OVERwhelmed Your Rules of Business Your Phrase that Pays |
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