Make Some Noise by Ken Schmidt

Author:Ken Schmidt
Language: eng
Format: epub
Publisher: Simon & Schuster

* * *

And . . . we’re back. Well, I certainly hope you have something or, at bare minimum, a rough skeleton of something. Either way, thanks for playing along and congrats on taking your first big step toward dominance. Even though you know your business, or yourself, inside out and backward, it wasn’t easy to describe so briefly, distinctly, and memorably, with such little prep time, was it?

More hardball: Let me tell you something before we go any further and without the benefit of having read your script. If what you wrote amounts to some semblance of an elevator speech, well, I have to say thanks for the effort, but I’m sorry that it’s just not going to work for you. I’ve yet to hear one of those that in any way positioned a business or person competitively. The elevator speech idea, full credit to whoever came up with it, was a good one. Unfortunately, it’s become oversimplified to the point that people believe if they can describe themselves or their business in just fifteen seconds—like an audible business card—they’ve accomplished something. That’s not what I’m after here. Remember, we’re here to make noise and position you to dominate. So I’m looking for words from you that get my attention, are distinct to you, and are memorable and repeatable, thus clearly separating you in a positive way from your competitors.

Does your first attempt pass that basic test? Are you feeling good about what you’ve written and ready to take advantage of this once-in-a-lifetime deal? Better, are you willing to risk your shot at glory by sharing it with the world?

Let’s look at a random sample of a Radio Challenge script from a construction industry training session I led, which we can use for learning purposes (I’ve changed the business name, of course).

“We’re Apex Home Builders, an award-winning construction company focused on the highest levels of quality and craftsmanship. We’ve been the number one dream home solutions providers for Our Town area families since 1975. Our commitment to customer satisfaction and passion for doing things right every time make us the best choice in the area.”

What do you think? Did this guy nail it?

How does Apex’s script compare to yours?

Let’s see how you both did. Other than a bland elevator speech, the first thing that will derail your effort to make it to the big leagues is a script using any descriptive words—any descriptive words—that a competitor is using. If someone else is saying them, they certainly aren’t distinct to you, are they? Remember to always think of it this way: Why would you, in an attempt to position yourself or your business as meaningfully different than your competitors, use any of the same words your competitors use to describe themselves? As you know, that’s what got a lot of also-rans into trouble in the first place.

I have to lay down some serious law now and you’ll see why. Your competitors are already using typical business descriptors like “quality,” “award-winning,”

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.