I was on my way out the door of a networking meeting when
Steve and I got into the usual conversation.
Steve asked, “What do you do?”
I’m the originator of 30 Second Marketing TM so you might
figure I’d have an answer. I said, “I teach people to Market Without Money.”
That stopped him cold. He tilted his head to one side, read
my name tag, leaned in and replied, “What does that mean?”
I said, “You know how solopreneurs and small companies have
limited budgets but still have to make sales regularly?”
He told me, “Boy, do I. I’m
the sales and marketing director for my company and we’re doing pretty well but
everyday we have to go out there and knock down some sales.”
“What we do,” I replied, “Is supply folks like you and your
owners with the basic training you need to get prospects to know, like and
trust you so they will buy from you. The nifty thing is that most of what we recommend
can be done at little on no cost.”
Steve put a hand into his shirt pocket, pulled out a card,
passed it to me and said “Please call me. I would like to learn more.”
“Can do,“ I answered, handing him a card.
That is a demonstration of 30 Second Marketing TM. There are
only 4 parts to the Formula:
- Hook ‘em
- Hold ‘em
- Pitch ‘em
- Close ‘em
Did you notice that here was no “We provide an insidious
feature about a peripheral product I didn’t ask about” in there anywhere?
Instead of rattling on about me, I got his attention with
what I call a hook (“I teach people to market without money.”)
He asked me to tell him more.
I responded with a problem he knew and understood. (The
Hold)
He told me about his experience.
I dodged the commiseration bullet and made the point that we
have a solution for that familiar problem. (The Pitch)
He asked me to call him. (The Close)
Did I get a contract signed? No. I got a commitment to meet.
That is what 30 second marketing TM is all about.
30 Second Marketing is just one component of Marketing
Without Money TM.
Comment if you would like to learn more.
Jerry Fletcher speaks internationally: www.NetworkingNinja.com
His Consulting Practice information is at: www.JerryFletcher.com