How Does Your Business Card Sound?

If you've read my previous posts, you know I believe in having a tight company focus. If everyone in the company is focused on doing a few things very well, you have a much better chance of success....if you also communicate in the same way.

One approach to improving your communication is known as the Aural Business Card.

Side Note: This is also sometimes called the Oral Business Card. However, “aural” (what people hear), is more important than “oral” (what you say), so I prefer the former.

Imagine yourself in the following setting: you are a visitor at a Chamber of Commerce mixer, with hundreds of attendees. People come up to you during the evening, shake your hand, and ask “what do you do?” How do you reply?

When we run this exercise at seminars, we get all sorts of answers:

• The long, rambling explanation that wouldn't fit on a brochure, much less a business card.
• The too-short reply that mentions the company name, but not what it actually does.
• The technical product description that few people can understand.
• And a few that are short, simple, and to the point.

The preferred form is the Aural Business Card: One or two sentences that state what your company does, and some additional point that sets you apart from the competition. It's an approach that people will remember.

Here is what it should include:

Part A.)  “I am with XYZ Company.” 

“I own...” or “I am a partner in...” also work here.

Part B.)  “We do ABC, specializing in DEF.”

Don't start this section with “I”, even if you are a 1-person business. Find a way to say “we”, or “our company.” Something that makes you look bigger than just yourself.

Make the ABC part generic enough that everyone can easily grasp what you do. Assume your audience isn't as conversant with your industry as you are.

Make DEF some feature that sets you apart from the competition. If that person at the Chamber mixer meets 10 people who say they sell insurance, he won't remember any of them. If you say you specialize in Key Man Insurance, you will be easier to recall.

 Some examples:

• We sell deli sandwiches at lunch time, specializing in mid-town office delivery.
• We manufacturer metal storage racks, specializing in industrial refrigeration installations.
• Our company provides bookkeeping services, focusing on independent retailers.

Have another 2 or 3 sentences ready and waiting for the person who wants more information. But wait until they ask before trotting them out: In the introductory stage, the more you say, the less they hear.

You can change the words to make them fit your situation, but you should have a statement available that covers all of these points.

Practical Tip of the Day:

Create your own tightly focused company introduction.
Practice it enough so it rolls off your tongue.
Get everyone else on your staff to use the same line.

It may take some work to create this introduction, but it's well worth the effort.

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