Personal Advancement
Use essential message to get attentionFew entrepreneurs can convey quickly and clearly what they do and who they do it for. "You've got to create a clear and compelling reason for people to pay attention to you," urges communications expert Michel Neray. ROGER PIERCE |
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 [ 2006-05-31 ] |
Communications expert Michel Neray says getting the business you want begins with getting the clarity you need. You have to give people a reason to listen to you.
Neray is founder and president of The Essential Message (www.essentialmessage.com). His company offers workshops, copywriting, consulting and coaching services to salespeople, consultants, advisors and growing businesses looking to turn more people into prospects and more prospects into sales.
Whether you're trying to engage someone in a conversation at a business event, preparing copy for a new brochure or writing a media release, Neray suggests you focus on your essential message.
"Getting the business you want begins with getting the clarity you need," Neray says. "You have to give people a reason to listen to you, read the rest of your ad or watch the rest of your commercial."
Neray, a former advertising copywriter, suggests letting your personality shine. "If you are your small business, play up the best parts of your personality," he says. "Leverage your real competitive advantage -- your uniqueness and authenticity."
For example, a real estate agent who really cares about helping families find great homes might talk about how she went about finding the perfect house for her own kids.
"People are driven by emotional triggers," Neray says. "All you have to do is understand the true value that you offer your clients and communicate it."
Neray likes to get a reaction from people. "Be blunt, be memorable -- whatever it takes to make your prospects start thinking about your product or service," he says.
Neray will help business owners to create a winning positioning statement in his seminar "Sell Yourself First" to be delivered at the Visa Small Business Big Thinking Conference (www.visa.ca/ bigthinking) held on June 12 at the Metro Toronto Convention Centre.
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