The Verbal Brand in Action

I was at a mortgage broking conference recently and asked the guy sitting next to me what he did. His response was alarming.

“I’m a mortgage broker ... unfortunately,” he replied with a deep sigh. He'd made two big mistakes...

Mistake one: by using the word ‘unfortunately’ he had openly displayed his lack of passion for his business and his clients.Who would want a mortgage broker like this?

Mistake two: he took the question literally rather than treating it as an opportunity to answer with a compelling WIIFM (what’s in it for me?) response. He could have said “I help my clients get the home they have always wanted.” Perhaps a bit cheesy, but you get the drift.

So next time you get asked what you do, how will you respond?

Will you say you are a financial planner or that you ‘help your clients get fabulously wealthy’? Will you say you are an accountant or that you ‘help your clients pay the tax-man less money’? Will you say you are a trademark lawyer or that you ‘help your clients protect their IP’? Will you say you are a PR specialist or that you ‘help your clients get free advertising’?

The Verbal Brand is a term I have coined to cover all aspects of how you and your staff talk about your business in all situations - whether social or business related. For example are your staff using positive, can do language? Are they all clued up on how to respond to questions like ‘what do you do?’, ‘how are you?’ and ‘how’s business?’ These are three very common questions that with the right answer could open up big business opportunities. And what about the 30 second elevator pitch? Do you have one that is compelling and engaging that will get people itching to know more about how you can help them?

The verbal brand is one of the most under-utilised and under-valued marketing tools in your marketing toollkit. What are you doing about yours?

Attract customers and ensure the ongoing success of your small business by purchasing the definitive no-nonsense guide to marketing
MARKETING YOUR SMALL BUSINESS FOR DUMMIES