Business Biscotti Blog

Here is the third in my 12 steps on how to create a powerful personal brand.

Step 3: E(motional) Commerce 

Please take a few moments to complete my short survey. As the principal of a small or medium sized business I think that you might be interested in the concept of a community to help you with direction, strategy, decision making of all kinds.

I'd just like to get your input.

Clear communication lies at the heart of every successful business.

Getting a sales and marketing message right is an essential part of this. I had thought that, after over 12 months of breakfast meetings, I had my networking elevator pitch honed to a concise and accurate description of what my business provides.

Not so. - I recently attended a lunch time networking session, organised by Sean Humby from Business Networking SW, to video the whole of this table based networking event. There were ten tables seating eight guests each of whom had four or five minutes to talk about their business during lunch. Each person at the table was then invited, in turn, to provide a 30 second summary of the business activities of the person next to them. 

I was a little disappointed that the person next to me "hadn't got what I had said" and therefore failed to repeat it accurately. Idiot! - I probably thought at the time when the fool was actually me. When I later played back the video from a camera I had inadvertently left recording while we ate a revelation appeared from the error I had made.

The inadvertent covert recording allowed me to listen to what I had actually said and what had been repeated in summary. The person beside me, whom I had never previously met, had simply repeated their own knowledge of one key word and the various associations surrounding it which I had repeated at least four or five times during my pitch. The word was repeated in support of why businesses need to be engaging with their customers using video. The word is an outcome of this use not the focus of how it should be used.

So my fellow diners at my table did hear what I had repeatedly said. Their summary of my business activities was based on their knowledge of the words that I had spoken. It was me that was using the wrong words.

I now consciously try not to use the word with reference to what I do in my elevator pitch. I hope that any future audience will hear the benefits my business provides and why without being encouraged to make assumptions based on the misuse of a single word.

My suggestion therefore is that your business might also benefit from having a neutral third party provide a summary of what they think you provide. It could prove to be as significant a revelation to you as it has been for me.

 I produce engaging, informative and entertaining video content for websites and social media marketing purposes.

The word I now try not to use is promotional.