Write a “bullet referral script.” Make it short, clear, compelling and memorable. The goal is to end up with a sentence or two that makes it clear the type of clients you can help and the solutions you provide. In developing your referral script, write out the aspects of your business that you believe set yourself apart, the types of clients that would benefit from your services and the value of the solution you provide. Then edit it down until you arrive at a very concise and memorable description of what you do. While this may sound like an “elevator speech,” the difference is that the bullet referral script is written specifically for an audience of people who have substantial knowledge of your industry and service. Whereas an elevator speech is a broadcast of your skills to an unqualified audience, the bullet referral script is a focused script for a specific audience and specific use. One trick to narrow the focus of your bullet referral script is to write it as if it were being tweeted. That means that you have to write a pithy and memorable description of your practice in 140 characters or less. For example an attorney’s may sound like this; I’m very good at looking at the marketing of a law practice and focusing on the activities that produce the greatest results, often saving my clients money while improving their marketing effectiveness. A tweet-ready referral script for my practice might read like this: “A fraction of the action gets traction. Eric is best at distilling down the marketing strategies that produce the best results.”
Posted on: Thu, 20 Mar 2014 21:05:26 +0000