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IF YOU ARE GOING TO SAY SOMETHING - MAKE A STATEMENT

Written by: Joe Dager

Article Overview: Just how many of these have you expressed to your customers in your marketing? If you have told people about these special accomplishments, did it move your relationship to a new level?

IF YOU ARE GOING TO SAY SOMETHING - MAKE A STATEMENT

"In the future everybody will be world famous for 15 minutes." - Andy Warhol, 1928-1987. You've most likely heard this famous quote before. Andy Warhol refers to a special time in our lives when something we've done or accomplished gives us the visibility and recognition we deserve. If you were to look back took an inventory of everything you did to help people solve problems or change things for the better, you'd be quite amazed. You'll discover just how many these are qualified to be your "15 minutes of fame".

Just how many of these have you expressed to your customers in your marketing? If you have told people about these special accomplishments, did it move your relationship to a new level? Were you able to directly relate what you claimed as an accomplishment to getting an appointment? If you answered yes to each of these questions, hat's off to you. If not, then here's how you can put this to work or refine it even further.

Simple statements that are the centerpiece of your marketing message. Nobody but you can lay claim to these special accomplishments. These Statements distinguish you from others who may hold the same position or in your industry. They are Power Statements.

Just what are Power Statements? To give you a visual, think of headlines when you're reading a newspaper. They draw you into the article. You decide on what you're going to read based on the excitement and interest generated by the headline. If the headline is boring, you just keep looking for one that catches your attention.

Your Power Statements are the headlines of your business that draw people in. You're expressing, not bragging, exactly what you did to help people or companies solve critical problems and create new opportunities. Power Statements can be used in many places. While networking and meeting new people. On your website or brochure. In a cover letter or job proposal. In a sales presentation or a follow up letter.

Which Power Statement headline would entice you to read further:

1. Proven track record completing projects under budget and within deadline.
2. In one 12 month period, we completed 5 complex technology projects, generating $6 million in revenue while saving nearly $1 million in capital expenses.

You can CLEARLY see the difference in these two statements. Have you seen (or maybe even written) headline #1 in a cover letter?

The more you relate your accomplishments with an "economic value" (revenue generated, percent growth, saved money or otherwise), the more you will stand out from the crowd. People want to know what you did and what you can do with your unique skills.

1. Use an action word(s) to give a broad description - developed, implemented, created, etc...
2. Very short description of your accomplishment - marketing sales letter, training program, complex technical installation, etc...
3. Describe the economic or realized value in dollars, percentages, or time - 120% increase, 10 minutes down to 3 minutes, etc...

You'll discover just how valuable you are when you get your own Power Statements down on paper. These headlines set you apart from the competition. They also demonstrate that you have what it takes to get the job done - no matter what the task.

Your challenge - take out a piece of paper right now and write down 5 Power Statements. Don't be afraid to go back as far you need to. Take an inventory of your "15 minutes of fame". Then start telling people.

I customized an article written by Frank Traditi, the co-author of Get Hired NOW!: A 28-Day Program for Landing the Job You Want. He is an author, speaker, career strategist, and executive coach with more than 20 years of experience in management, sales, and marketing for Fortune 500 companies.

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Article Tags: marketing, relationship



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