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Guest post by: Donald F. Pooley Become an Author

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You're sitting in the barber's chair. A guy walks in, says "Hi Joe" to your barber, picks up a magazine, and goes to sit in the back.
He looks familiar, so you ask Joe, "Who's that guy?"
And Joe says, "That's Archie from Archie's Grill, 'where the elite meet to eat', across the road."
Do you see what happened?
Joe just gave Archie's Grill a commercial! And you know what else? It's fantastically powerful because it's word-of-mouth and you'll remember it!
Now turn it around. Archie's in the barber's chair. You walk in, say "Hi Joe", pick up a mag, and sit in the back.
And Archie asks Joe, "Who's that guy?"
What does Joe say?
"Don't know his name. Comes in here all the time. I think he sells something or other."
Will Archie remember you?
No, because there's nothing to connect to you. No name. No business. No slogan. No location.
You didn't give Joe anything for him one to pass on to all the Archies who sit in his chair. Or to remember you by.
The barber is just one example. The same conversation could occur at a party, a conference, with any group of people. Or just chatting with a friend on the street when someone nods at your friend as he walks by. So you say "Who's that guy?"
If you were the one walking by, what would your friend tell the person he's chatting with?
"Oh, that's Bill. Great guy. Don't know what he does."
Are you getting the message?
If you want your acquaintances to tell other people who you are, and what you do, YOU HAVE TO TELL THEM FIRST!
Archie's introduction has it all: his name, his business, a memorable slogan (it's corny, but you'll remember it), and where he's located. All so brief that Joe can easily recall it and spout it out whenever anyone asks about Archie.
The purpose of the slogan is to differentiate you from every other life insurance agent, so make it catchy and memorable.
Sorry, but "He's a financial planner" just doesn't cut it.
Now, in ten words or less, what do you do (think benefits)?
Write it down.
Now, do another. And another. And another. Do ten phrases. Put them away.
Look them over tomorrow. Which one grabs you? Use it when ever you are asked who you are, or what you do.
Would you remember someone who introduces himself this way: "I'm Jack Jones. I teach my clients to pay less to Ottawa. And my office is on the 10th floor of the Sun Building."?
I would.

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