The One Sentence That Fixes Your Marketing

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All right, everybody, today, episode 33, and today we're going to get into something
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that just absolutely drives me nuts, man.
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And it might be the thing that's quietly costing you more business.
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Maybe more than anything else you're doing wrong. Yeah? It's your marketing sentence.
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It's the thing that you say when somebody comes up to you at a networking event
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or just anywhere and goes, hey, man, what do you do?
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Every time I ask somebody that, I go, what do you do? They say the same thing to me, right?
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And look, I know we've touched on messaging before, but today I really want
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to be surgical and tactical about this, this one thing, because I see so many smart, capable people,
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just completely blowing it in this one moment.
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Like freaking legends that because they stumble and fall over themselves on the, what do you do?
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Response that I wanted to make this to help people. So here's the test.
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If somebody asks you, what do you do?
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Can you answer in one sentence that makes them feel something?
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Like, can you feel energy from it? Do you feel somebody's vibe from it?
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Not understand everything about your business because nobody will in one line.
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Like, that's impossible unless you're like, I'm a heart surgeon.
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Okay, great. But that's not typically what in the world of corporate business
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doing business with business, that's not typically what you're going to hear somebody say.
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Just feel one thing, whether it's curiosity, relief, recognition,
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something, man, right? Just something.
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You got to feel something when somebody asks you, what do you do?
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Your response has got to give them energy.
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Most people give what I would call the LinkedIn bio answer.
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Yeah, they rattle off their title, maybe the industry, maybe years of experience.
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And the person's nodding in front of them, they're already checked out.
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They're like, oh, fuck this, right? That's just, you know, that's what they're thinking.
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They're just looking around the room for the next place to walk to.
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And it's not because they don't care.
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They might actually like you a lot. You're just boring the hell out of them
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and nothing landed, right?
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Because you're sitting there going, well, I'm a financial analyst with 23 years experience.
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First, I worked at Wells Fargo. Then I worked at New York Life Insurance.
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And then I worked out, like, nobody cares.
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It's nothing personal. If they get to know you down the road,
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they'll care. But they're not going to care now meeting you in a room with a
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bunch of other strangers.
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You need to make them feel something.
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The sentence that's going to work, it's not about what you do.
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It's about what changes for someone when they work with you.
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Think about that for a minute. Think about it this way.
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Don't say, I help companies with strategic marketing solutions.
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I might do that. Hell, I've been doing that for 20 years. Maybe more.
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Definitely more. I'm old now.
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Instead, I would say something along the lines of, I help consultants go from
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invisible to booked out in 90 days.
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Now, I'm not a lead gen guy per se. I do a lot of lead gen work, but don't get me wrong.
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That's not me personally, but that is a better version of instead of walking
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up and saying, hi, I help companies with strategic marketing solutions.
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Okay, another marketing guy. I help consultants go from invisible to booked out in 90 days.
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Now somebody's got their attention up they're going wait you get
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something done in a time frame right there's a difference you
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can feel it one describes the service and the
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other is describing the destination the destination is all people care about
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nobody cares about what you do let's be honest with ourselves what we all do
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is commoditize there's a million other people doing it unless you're truly you
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know even when people say you're a category of one you're a category of one of many.
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That's just the way that goes. If you truly believe you are a sole single category
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in anything, that is called delusion.
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Yeah, unless you're on stage as an artist or something, and you're the only
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one doing that song that way, that time, that how, then yeah,
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you know, we're pretty much all in the world of business.
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Everybody's kind of doing the same thing, just different versions of it for
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different people in different ways.
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So let's use rise in this situation. The move here is identify.
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Identify what your people actually want.
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Not what you offer, what they want to experience on the other side of it.
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And then simplify your message and distill it down to that one thing.
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And your homework for this episode is going to be write your one sentence right
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now while you're listening. What changes for someone when they work with you?
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Try to keep it under 15 words, give or take. Read it out loud a bunch of times.
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If it sounds like a PowerPoint slide, do it again, man.
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Just do it again. If it sounds like, if it sounds all herky-jerky,
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Just be like, screw it and start off again.
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I believe in you. I know that you've got this. Look, one sentence.
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It's all I'm asking for today. That's the move.
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One sentence of what changes for someone when they work with you.
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And the riff of the episode is going to be this. It's the one thing I write
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down for all these. So I'm always going to read it at the end.
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People don't buy what you do.
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They buy where you can take them. And now you guys understand how when I write
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down one riff for an episode, I could turn it into an eight-minute piece.
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Thank you so much. I'm Steve Lichtman. This is Unfiltered and Unshakeable,
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and I will see you on the next episode.