A close friend told me recently about a presentation he had attended given by a speaker we had both heard before. The objective of the session was clearly stated in the program, but was by and large ignored. Instead, the presenter relied on his stand up ability and spent the bulk of the hour speaking primarily about his life experiences and accomplishments. This wouldn’t have been so bad, except that it was the exact same presentation we both had heard him give three years ago at another type of meeting.
This leads me to suspect this is essentially the same canned speech he has delivered to every sales group, potential client, training meeting, or other forum he has presented to for quite some time. For those who had heard him before, it was not unlike the movie, “Groundhog Day.” It’s easy to slip into a rut if we’re not careful.
When you tell your story, is it always the same one? And even more importantly, is it the same story everyone else is telling? Here are five suggestions for becoming memorable for the right reasons:
Then, improve upon what you find in the best, remembering to also add additional value and freshness. A good online marketing firm will always do that and in the process come up with all sorts of ways to improve upon both content and design to make the site outshine the competition.
2. Make sure to read the syllabus. Whether you are communicating through your website, blog, speech, tweet or other marketing venue, keep the objective of the item or page clearly in mind as you prepare it, and don’t wander off on tangents. Keep it simple, direct, and focused on the objective and it will not only be appreciated by your audience or reader, it will actually increase your credibility.
3. Do a needs and wants assessment on your target audience. What are they looking for? How much do they want to hear or read? Is your information accurate and up-to-date, or are you just winging it? What types of things (visual aids, handouts, testimonials, tutorials, etc.) will help them understand and remember you, your topic, or website? Will your content motivate them to action, or put them to sleep? Is it valuable or memorable enough to bring them back again?
4. Ask for and listen to sound feedback. Have you ever met someone who obviously thought they were absolutely great at something, when in reality there were only a legend in their own mind? We all likely have an area or two where we think we are talented, but are only mediocre at best.
A great adage that I have never forgotten is, “if one person tells you you’re a jackass, turn the other cheek; but if 29 people tell you that you are, it’s time to shop for a saddle.” But don’t leave it at that.
5. Fix what’s broken. We live in a time and place where there are abundant resources available to improve anything that needs fixing. For example, if you are a bad speaker but have occasions where you must speak to audiences, enroll in a public speaking course. If either your job skills or industry knowledge are a getting a little rusty, check out the periodicals in your local library, do some online research and study, or enroll in a refresher course.
Sometimes it pays to bring in some professional help, particularly when it affects profitability. Timely advice from a knowledgeable CPA can provide tremendous direction, help avoid pitfalls, and boost profitability. If your website, brochures, or press releases aren’t producing the results you want, hire a professional PR Marketing firm where there are experienced marketing copywriters that can really make your copy sing.
In other words, first take time to identify and either fix or outsource what’s broken. Once that’s handled, you will be free to move on to those things you really do best, and where you are likely to reap far greater results for the time spent.