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What’s missing from your personal branding statement?

elevator doorsYour personal branding statement, formerly known as your “elevator speech,” is often the only chance you have of making an impact on someone. The format is similar — you state what you do, what your service means to them and finish within a few seconds.

For example, “I help clients wade through complex, legal contracts with ease” might work for a real estate attorney.

Here’s the critical element, missing from nearly every pitch, statement or elevator speech: a call to action.


Imagine how powerful it would be if his personal branding statement ended with what he really wants: “I help clients wade through complex, legal contracts with ease. I’m looking to be introduced to commercial property owners and real estate investors.”

The person hearing this now has an assignment!

Make your personal branding statement more memorable and actionable by including a specific, clear call to action. I can’t guarantee you’ll get new clients, but you’ll certainly meet a lot more people.

Photo credit by mrybski.

Are you wasting space?

hand holding blank business cardThink about the last time a friend, colleague or client gave you a business card. You probably looked at it, turned it over, and filed it away. I’d venture to guess in nearly all cases, the back of the business card was blank. But smart business owners, lawyers and other service professionals are using the backs of their cards to convey key marketing messages.

What to print differs by profession, but here are a few examples:

  • A criminal lawyer could list the 5 things to do (or not to do) if stopped at a DWI checkpoint
  • A financial planner could print a “referred by” form for use by existing clients when making referrals
  • A doctor might print a checklist of flu symptoms
  • A real estate agent could list all of the local charities they support

Just about everyone reading this piece is wasting space — on the back of their business card! Use your card to make your business and profession more memorable.

Photo credit by vivekchugh.