“Don’t fall in love with your product or service. Fall in love with your clients and the business will always be busy.”
Why is a Magic Intro is so important for you?
You want a great response to the question “what do you do?”
You’ve noticed when you reply that you’re a Realtor®, the conversation stops right there. The other persons eyes start to glaze over. You start to panic because you don’t know how to revive this conversation without saying something that you know is guaranteed to put your listener to sleep. Deep in your heart you know that very few people want to be “educated” about real estate, investment opportunities, or anything else a Realtor® is selling.
You want a clear, concise and wildly attractive message.
You can use it in your listing and sales presentations, on your web site and in the voice mail messages you leave. It can also be leveraged in your own voice mail greeting, on your business cards, and when you introduce yourself so that you stand out from your competitors.
You want to attract clients to you rather than chase them down.
It is much easier and quicker to get clients using the principle of attraction rather than going on endless (and often fruitless) client scavenger hunts.
You want to prospects to self-qualify by indicating interest.
You never know who is going to want your service. Having a Magic Intro that attracts your ideal clients helps you identify your prospects immediately, even when you don’t recognize them on your own.
You want to attract your best prospects.
The goal is to close sales as soon as possible with as little effort as possible. The best way to do that is to attract the people who really want and need your services. In doing so, the sales process is relatively short and painless for both of us.
You want to be perceived as credible, competent, and professional.
People respect the real estate professional who knows what she does for her clients, and can articulate it in a few well-chosen words. They can also tell when you’re so desperate for clients that you’re willing to say anything to get the sale. Regardless of whether or not you’re a good fit for the client’s needs.
You want everyone you meet to remember you, what you do, and who would be an ideal referral for you.
People can’t refer to you if they don’t have a clear idea of what you do, and they won’t remember more than 10 words about you, guaranteed. That’s why your Magic Intro needs to specify both your ideal client as well as your deliverables or client outcomes, and be memorable. It also needs to be specific. When you do everything, people perceive you really do nothing well.
You don’t want to fumble for words or say the wrong thing.
The first time your’e speaking to your prospects is very much like an audition or a job interview. Your prospects are drawing conclusions about you, your capabilities, and your potential value to them, all within the first 3.5 seconds of meeting you. It should come as no surprise to you that you make a far better impression when you’re prepared.
You want permission to explain in more detail what you do for your clients.
Remember, the two questions that people ask themselves when you’re talking about your business are: Is he talking about me? Do I want what she’s offering? If the answer to either of these questions is yes, then you will be granted about 30 seconds to make your case. If the answer to both questions is no, then it’s time to move on. And frankly, it’s better to know that sooner, rather than later.
You don’t want to bore people to tears within 30 seconds of meeting them.
The sad truth is that most people have the attention spans of gnats. The current culture is one of instant gratification and self-centeredness. You can use that to your advantage by crafting an attention-getting Magic Intro that speaks directly to the deepest desires of your ideal clients.
A Few Dos and Don’ts
Your Magic Intro, that seven-to-nine word distillation of the value you offer to a specific market, is probably your single best marketing tool.
Articulate the value or deliverable of your service.
If you mention your process rather than your results, you’ve lost whatever resonance you may have begun. Remember, your Magic Intro is about what your client gets, not what you do.
Identify your ideal client.
Be specific about who you help. The only time to use the word “people” or “individuals” in your Magic Intro is if you qualify it by following it with “who are” not “people who want.” Don’t assume people understand their own wants. You can bet on the fact that they at least know who they are.
Having a short and conversational Magic Intro.
People stop listening after 11 words. Think two sided dialog vs one sided script. If it sounds memorized, people know you’re not really opening a conversation but trying to sell them something and will stop listening immediately.
Use simple and specific language.
Even insiders who understand the jargon can live with you using simpler language. The public and your ideal client will appreciate it. Stay away from long words with multiple or vague meanings that people might not understand. For example, someone who provides “robust multi-use business enhancement options” isn’t selling value to anyone.
Don’t begin with “My business is…”
That’s just verbal offer that takes up your listeners time and attention, which is better spent on hearing what wonderful results you get for your lucky clients.
Don’t end with a sales request.
You haven’t even qualified your client yet, so why would you ask for the business first? There is a time and a place for everything. Fashion and use your Magic Intro appropriately, which is to attract a specific client. Not to push every person who crosses your path towards the sale.
Don’t Improvise.
If you aren’t prepared, you’re playing with fire. You are running the risk of really embarrassing yourself. Most people talk too much without making a point when they improvise, or worse, they stop so that they can start again. Unprepared equals unprofessional and incompetent.
Formula For Your Magic Into
If you really want people to HEAR you, you have to get their attention first. In the company of a lot of Introductions, you have to do something to make yours stand out.
A Magic Intro is really just a simple phrase (ideally seven to nine words) that distills the essence of your value to a particular customer base. It is the answer to the question: “What do you do?”
Remember, “Sell the sizzle, not the steak” when marketing. Meaning, sell the benefits, not features.
WHAT you do:
WHO do you serve:
What your ideal customers NEED:
What ideal customers really WANT:
Need help crafting your message? Feel free to contact us today.
