Transform Your Networking With A Compelling Audio Signature

My article, “5 Tips For Attracting More Business By Networking“ outlines several ways to maximize your networking efforts.  Today I’d like to elaborate on Tip # 2 which discusses crafting a compelling audio signature.  Why is this important?

If you can’t clearly and effectively communicate what you do, in a way that interests your prospects, then you aren’t going to have their attention long enough to find out if they need your services. 

If you can’t clearly and effective communicate who your ideal clients are, then you aren’t going to be able to recruit the types of strategic partners who can send you referrals.

Too many business owners and independent professionals fall back on their title or occupation when asked the question, “What do you do?”  But this doesn’t differentiate them from every other accountant, coach, consultant, or financial planner.

Here is the formula for creating an effective audio signature:

1.  Identify your target audience
Who are you trying to reach?  Who is your ideal client?  Describe them in terms of demographics:  age, industry or career, income, etc.  Outline their psychographics as well:  are they risk takers, conservative, willing to spend disposable income on specific causes, or socially active.  Make sure these are people you enjoy working with.

You want to be as specific as possible.  It’s easy to avoid this step because we all have a tendency to want to work with as many people as possible.  Resist this urge! You will never be all things to all people and you shouldn’t try to be.  You want to become a credible expert for your ideal clients.

2.  Discover your target audience’s biggest problems or challenges
What is keeping them up at night?  What is disturbing their peace of mind?  What’s in the way of their success?  What questions do they have?  You should have at least 3-5 problems that seriously impact your potential customers.

3.  Determine their desired outcome(s)
Once you know what their problems are, you should be able to determine what they want to see happen.  Tap into the emotional “sweet spot” where your prospect can see, feel, and experience their life beyond their challenge.  This is not where you talk about you or your experience.  It’s should still be all about your prospect.

By demonstrating that you truly understand your prospective customers or clients, you will have their attention and have the ability to make a positive impression.  Without this crucial connection, you become one more product or service vying for your prospect’s attention.

By making your message more unique and explaining not only who you work with, but also what problems you help your clients solve, you’ve created a rapport with your audience which will make them feel confident that you understand their needs. 

You can listen to my 20-minute audio program on crafting a compelling audio signature below: