You Must Speak the Language of Your Referral Network


Do You Speak the Language of Your Audience

Successful networkers, business owners, entrepreneurs, professionals, salespeople and others have one significant trait in common; the ability to speak a language their audience understands. The ability to speak in a manner your audience understands is the key to effectively delivering your message! This is especially true with your referral network; the topic of this article.

If your referral network doesn’t understand your message; they will be ineffective in providing referrals and, in most cases, they will not even make an attempt on your behalf. Your referral network wants a message which is clear, to the point and easy to remember. Anything else and your attempts to convey your message will be wasted effort.

Things to Avoid When Delivering Your Message

Things you want to avoid in your message:

  • TMI – Too Much Information;
  • Overuse of industry jargon and acronyms;
  • Complex terms and descriptions;
  • Lists of skills, abilities, products and services;
  • Irrelevant references and information;
  • Too many options;
  • The appearance of a “Jack of All Trades, but Master of None”; and
  • Trust, reliability and credibility issues.

TMI – Too Much Information

Sometimes we get carried away when we start talking about what we do or have to offer. If your goal is to educate your referral network they must have a clear understanding of what you do, the products you sell or the services you provide. You need to know and be able to convey your primary message.

Overuse of Industry Jargon and Acronyms

Your goal should not be to make your referral network an expert in your field. (As a side note, if a conversation can rapidly create experts; you have a bigger problem to address!) You want to avoid using jargon and acronyms because your referral network, most likely, will not remember these terms or, at least, be unable to explain the terms. Rather than be embarrassed, they will not give the referral!

Your job is not to impress your referral network; your job is to educate your referral network!

Complex Terms and Descriptions

This is a big problem for many professionals whether they are doctors, engineers, computer nerds (I’m one so I can say this) or others where there are many complex terms. Using these terms may impress your referral network or most others in your audience; but they won’t bring you referrals. Your referral network must be able to easily tell your story. If they can’t; they won’t!

Lists of Skills, Abilities, Products and Services

Lists will be forgotten. Pick one or two, at the most, important points and then use those points in a story explaining the value provided. People remember stories, they do not remember lists.

Irrelevant References and Information

Don’t bog your audience down with unnecessary information. You want them to remember the important points so don’t get carried away with irrelevant details. Make your story easy and, even better, enjoyable to relate.

Too Many Options

Focus on the key points you want your audience to remember! Don’t give them a list of options and hope they remember something. Make it easy for them to make your case and refer you.

The Appearance of a “Jack of All Trades, but Master of None”

In an attempt to avoid missing opportunities we often try to present ourselves as being able to do anything and everything. Your referral network will never be able to figure this out and effectively refer you. They may give a referral saying you can do anything, but it diminishes your value and your ability to be compensated for the value you bring to the table. People will take advantage of you and without the initial specificity you will be hard pressed to argue the point.

Trust, Reliability and Credibility Issues

Lastly the language you speak MUST speak to your trust, reliability and credibility. These traits are critical to a strong referral network. If the members of your referral network have any doubts or concerns regarding your trust, reliability and credibility; they will not take a chance and refer you. Your referral network has built a relationship with their network and they will not risk jeopardizing those relationships on someone they do not find trustworthy, reliable or credible.

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How To Stay Top-O-Mind with Customers, Clients, Prospects, et al?


How To Stay Top-O-Mind with Customers, Clients, Prospects, et al?

Staying Top-O-Mind is regularly putting yourself “in front” of your target audience.

Some clients ask isn’t there risk in being “in front” of my audience too much? Won’t they get tired of me?

Yes, but it doesn’t have to happen; the reality is it all depends upon your message! If you are providing relevant, informational messages your audience will not get tired; they will see value, pay even greater attention and seek out more information.

The message makes the difference!

Note: When I talk about audience I am referring to customers, clients, patients, prospects, recruiters, hiring managers, family, friends and Social Media or email contacts. Audience is an all-inclusive term.

You Message Must Be Relevant to Your Audience to Stay Top-O-Mind

You stay Top-O-Mind by being relevant to your audience’s needs and interests. What do they want to know? Notice I didn’t say what do they want to know about you; I just said what do they want to know. There is a huge and important difference here.

You can not stay Top-O-Mind with a continual barrage of information about you, your company and/or your products and services. In fact, there is no quicker way to lose or never gain the Top-O-Mind position than continually talking about these things. Your goal is to provide information your audience wants; you want to be a “go to” source where your audience knows they will receive valuable information on a particular subject.

Your Content Does Not Have to Come Solely from You to Stay Top-O-Mind

There are many ways to put messages in front of your audience; the question always comes back to the message itself as to whether it is going to help and be relevant to your audience. Some examples include:

  • Internally generated;
    • News releases;
    • Product/service announcements;
    • Business changes;
    • New employees;
    • ;Responses to audience questions;
  • Externally generated;
    • Repost or share content you see;
    • Like posts from others on Social Media;
    • Comment on posts from others on Social Media;
    • Create links on Social Media to articles you have read;
  • Subscribe to news sources which allow you to post their content as your own;
  • Sponsor blogs which create material relevant to your audience;
  • Promote cultural and charitable events relevant to your audience;

What Frequency Is Necessary to Get and Stay Top-O-Mind?

The greater your frequency of providing relevant and timely information the better your chances of getting and staying Top-O-Mind. Very few members of your audience will see every message you send. You have audience members who watch in the morning, others in the afternoon, some in the evening and others late at night.

Because of the different patterns of behavior; you can post frequently. To better understand your audience you can use Google Analytics, email statistics (if you use a service) or other methods to see patterns of behavior. The one caveat is if you are using email or sending to individuals – don’t overdo it. You can get too frequent if you are dropping into their mailbox.

Don’t Overdo Email!!

The better option is to post on a blog, dropping only periodic notes in their mailbox and refer them back to your blog for more great information. If you want to drop to their mailbox use a mail service and have your audience subscribe to the mailing list with opt-in and opt-out capabilities.

Sponsoring Other Blogs Which Include Your Message

Many relevant messages, which go to a particular business’s audience, are written by others but sponsored by the organization. These messages are broadcast to the business’s audience and the writer’s audience which gives the business exposure to a broader market where they would normally not have easy access.

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My name is Tom Staskiewicz and my goal is to help everyone do a little better, get a little further and reach the success they are destined to achieve!

Do you need help with your message? Are you struggling for people to know you and what you have to offer? If so, I can help. My contact information is below or Email  Me Now! and lets get started.

Whatever I can do to help you or anyone to move forward in reaching your goals; I’m all for it. Connect with me on LinkedIn, Like me on Facebook or follow me on Twitter.

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