How do you define what it is you do in just a soundbite? That was a question I got recently in a monthly SuperFastBusiness Q&A call. We do this every month inside SuperFastBusiness so that members can ask me questions live, and I’ll give them the best answer I can. So I’m going to share with you how I answered that question for one of our members inside SuperFastBusiness. Enjoy!
From what I understand is you’re trying to get a soundbite or find your marketing message so that you can clearly convey what it is that you’re doing because it doesn’t fit into a conventional box. So a couple of things that I did, when I was going through the same process, was I presented a few presentations.
One of the ones I presented was on recurring subscriptions at John Benson’s event, it was a private Malibu event in his house. It was his $30,000 a year members, high-caliber. And I presented it and then when I finished presenting, I surveyed everyone. I did have a special sort of exercise, a PEQ exercise it’s called. I was taught this by Ed Dale and I asked everyone to write down at the end of it, the top message they got out of the presentation, the top soundbite or takeaway, like what notes of all the notes they took, if they could circle one thing that resonated with them the most of the whole presentation. And then asked them to come up and write it on the board. If it’s already written on the board, then they just put a tick inside.
I basically did a poll of what they got from it. And the thing that I got from that, the message that resonated the most with people from my recurring subscription presentation, came down to the concept of lifestyle design. And you see that now articulated in my book, Work Less, Make More. You see it in my pictures and discussion around surfing. And it’s so woven into my message now because I know that that resonates with people who have been cubicled, strangled with their suit and tie, and just want to bust out of that. So in your case, a couple of other tips.
So firstly, you could present and then survey to a group. That’s one way to do it. Another one is, take those long conversations and record them if you can, and then run them through Otter and get the transcription of it and then put that transcription into tagcrowd.com and see what word bubbles pop out from that conversation. Look for the soundbites, because your customer will say a soundbite that you haven’t thought of yet when they’re re-stating to you or testing their understanding. And I think you’ll get some good information that way.
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