Now, clearly articulating WHO you are, WHAT you do and WHY you are uniquely qualified is nice. However, in a sense, it is like having a souped up car with no wheels. To complete your 30-second commercial, you need to clearly state WHAT it is you need.
Now I hear lots of 30-second commercials and many of them have a weak finish. This is because they have a wimpy ASK or request. The best way to illustrate this is through an example … An example of what not to do. Do not make your HOW statement something like, “A good referral for me is someone in transition or not happy with the direction of their career.” Rather, here is a better example.
“If you know of someone in transition or not happy with the direction of their career please introduce me to them.”
The main difference between these two is that the second has a “call to action.” If you see or know of this, please send it my way … Or give me their number … Or invite them to my seminar.
The first example … A good referral for me is someone in transition or not happy with the direction of their career … gives the same information, but it leaves someone wanting to say, “That’s nice.”
It is like my kids. They will say, “Dad, I am hungry.” And my response is, “Thanks. That is good to know.” They know now they need to make a Strong Definite Request. “Dad, can you cook me Mac-n-Cheese?” They are asking for action, which is far more powerful.