So, you ask—why the 17-second challenge?What does that mean?Glad you asked. First, I am tired of the term “elevator speech,” and second 17 seconds is about all the time you have to communicate something to another person before they lose interest. So here is the assignment:You have 17 seconds to make your point. By the way, you should time yourself when doing this, which you should do right after reading this post. That way, you’ll do it without preparing something and as if you had to do it on the spot—otherwise 17 seconds is too much time. Please act quickly…
Why is it that we hear a car alarm going off these days and barely think twice about it? We barely notice it. In contrast, 10 years ago we would have stopped everything we were doing to see what was going on.
Why do I bring this up? The distraction of the car alarm mirrors the noise that takes place all around us in 2015.
My question for you is short and simple. Why does your message matter? Does it stand out from the noise around you? And who really cares? Does it really make a difference or simply sound like everyone else (visualize a car alarm going off in a shopping mall parking lot)? Does it really grab people’s attention?
Our communications via phone, e-mail, text, in person and/or via social media are more important than ever (online or offline). And they make or break us as sales and/or marketing professionals.
Is your message unique? Do you provide great information and content? Are you creative, consistent and compelling in your approach?
In a world that is constantly changing we must think with a “car alarm mentality.” That means thinking about how we get someone to pay attention to our message?
Your challenge this week is to think about this. In 12-17 seconds or less, can you articulate “so what, why you, who cares” in regard to why you or your company is the best choice? TPlease do not mention good price, service or quality. This is the first step of building a brand. BEEP, BEEP, BEEP…
PS more on this subject in my new book Would You Buy from You? Your Brand Makes the Difference