Maverick and Company

The worst 60 Second Commercials, the most awful elevator speeches and the weirdest introductions all typically share one common and deadly flaw. It’s not that the person speaking isn’t credible. It’s not that their words are necessarily wrong or bad. It’s that they’re doing a commercial. They change the way they talk. Their voice gets weird. They start to speak like they’re narrating a spot for new-and-improved Tide. They use words and phrases that no regular person ever uses. Simple things become an EXCELLENT OPPORTUNITY, a CAN’T MISS EVENT, the SOLUTION to all the problems anyone has ever had in just 3 easy steps. When they’re doing a commercial, they get weird.

60 second COMMERCIALS aren’t really commercials. They’re CONVERSATIONS. Sometimes they’re a conversation between you and a room full of people, sometimes just you and the guy in the elevator. So instead of trying to create and deliver a fabulous commercial, just have a conversation. Have a conversation the same way you have conversations all day every day. If someone isn’t interested in the topic…MOVE ON. Don’t force them to hear a long speech about your business that they’re not interested in…that’s a commercial. If you can’t find the PERFECT words, just say it like you’d normally say it.

Talk like a human being, not a radio announcer. If you sell real estate, SAY THAT. You don’t need to be cute, you don’t have to be coy, you don’t have to do a commercial. You can, you should and you need to just have a conversation. Now that we’ve got that straight, let me give you a couple ways to make your CONVERSATION interesting, ways to engage your audience and alert potential customers that they might want to hear more…

1. Tell them something interesting about why you got into your profession. One of my new favorite people does these AMAZING pastry creations. Nicole got into her profession because her favorite thing growing up was baking with her grandmothers. Now she runs a company that does all sorts of fabulous standards AND extraordinary custom pieces that become treasured memories. (See what she’s up to and get in touch via her website www.agrandefinale.com Also, my birthday is in July and the Chocolate Raspberry Present looks AMAZING.)
2. Tell them something interesting about a specific type of client. I know a great real estate agent who has recently worked with a bunch of successful, executive men after their divorces. She’s very good at helping them quickly find a place they LOVE. These are busy men who are used to having a wife to handle the details of life for them. Working with Nancy, they have someone who will not only quickly and efficiently get them into a great property that the LOVE, she will also handle details like calling Excel to have the electric set up. For busy executives, she’s a life saver. They just have to let her know what they want and she takes care of it. (I know Nancy Levine personally and she is uber fabulous, if you want to get in touch her # is 303-619-7800.)
3. Tell them something about your background that adds unexpected value to your service. I know a presentation coach who is and has been a voice-over-actor and actor’s coach for many years. While many presentation coaches approach their work with a formula (use your hands, don’t ever use your hands) her actor’s training gives her a different perspective. Hillary’s goal is to help you find your best version of your speaking. One of her clients is an executive who THOUGHT he should be some charismatic, Tony-Robbins-style-speaker. She helped him discover his own personal approach, much like each actor brings their own approach to Hamlet. This executive is a fire-side-chat type of speaker. He’s brilliant AS THAT and would probably struggle mightily as something else. (If you could use that kind of coaching get in touch with her at www.hbvoice.com)

All these strategies are based on finding your CHOIR and letting them buy vs. selling EVERYONE…or as I like to call it death by persuasion. Your job is to speak in such a way that your CHOIR, the people who are looking to do business with someone like you, can find you, recognize you and eventually buy from you. Stay focused, keep it simple and talk to people…you’ll be off to a great start.

For more help connecting to your choir, check out our upcoming classes in the classes and books section of our website. They are AWESOME. www.maverickandcompany.com