2012-03-27

Memories: are you making them with clients?

Drew Stevens

There are reasons why many struggle with what to say to prospective clients:

• They are uncertain what to say
• They have not practiced the proper approach
• They try to say something different each time
• There is no consistency with the brand

There is a solution to this issue and it is called the MEME (sounds like team). So what is this incredible tool?

A meme is an idea, behavior, style or message else that enters into your community and creates additional community and interest. Different from the way it is spelled a MEME does not create anything about you, however it does create output based messages that illustrate the value and benefits clients get from doing business with you.

 

 

A meme can be used for:

• Introduction to verbal conversations
• Developed into a value proposition for your website
• Developed into a tagline for marketing collateral
• Used to introduce products and services
• Incorporated into presentations and articles/tip sheets

Because your MEME illustrates the value you will need to use it to help communicate your brand and create the allure you desire for your business. Yet the best part of this is once it is developed you can use it throughout your integrated marketing communications.

So what does a MEME sound like?Here is a MEME from one of my clients. “Hi nice to meet you. I am Dr. Ron and I work with men and women aged 37 to 55 who suffer from the ill effects of stress. I provide a unique process that reduces stress and provides increased mobility and flexibility!” Naturally the next statement you will hear is, “My Gosh how do you do that?”

Now how does that sound versus the rote, “Hi I’m Ron, I’m A Doctor.” Or , “Hi I’m Ron, I’m in Insurance.” Or , “Hi I’m Ron. I’m and Electrician.” Not to say there is anything wrong with these professions but there is something wrong in the delivery. One they’re boring. Two you sound like everyone else. Three it is stereotyped so that people instantly dismiss you and four, it is inward focused and says nothing of what you provide to the client.

Here are 7 things you can to do help develop a MEME:

1. Focus on the clients you want to provide and most importantly your perfect client. Who is the demographic and what do they value and benefit from? What are the solutions that you provide congruent with those desires.
2. Write down a list of benefits that you provide clients. Think about how you help them. Review your testimonials to help you here. When you come up with the list prioritize it so that you develop the best one.
3. Think of the three to four issues your clients have to say before you helped them. What do you typically hear before you develop solutions.
4. When you work with clients what are you processes, methods, steps etc that can be used to explain how you help. For example do you have a 7 step strategy or a 4 step proprietary choke hold, you get the picture.
5. Now look at your notes and write out your statement using the following, Target Demographic + Issue + Solution. Develop a few drafts so that eventually it rolls of your tongue. And to assist you make it two to three short sentences.
6. Practice this on friends and family as well as some other clients to see what they have to say.
7. Once you have this developed then I want you to think about two things 1) what you will say after they say tell me more and 2) develop a call to action.

Creating a compelling a MEME is a vital part of the Business Acceleration System. How is yours coming along?

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© 2011. Drew Stevens PhD. All rights reserved.Drew Stevens PhD works with organizations that struggle with productivity that effects profits. Dr. Drew works with senior officers and their direction reports to dramatically increase relationships that build higher morale. He can be reached through his website at www.stevensconsultinggroup.com