Several times a year, I work with entrepreneurs in a small group coaching program to improve their communication skills. I just completed this intensive workshop a couple of weeks ago. During this five-week program, we dig deep and cover not only how to be a more powerful communicator, but we also uncover the internal blocks that mute your voice and cause you to disappear. I will offer the program again soon, watch for it, and if you’re ready to speak more confidently then join me.

Here are three strategies that I teach in the Communicate with POWER program.

1. Know Your Style

Many entrepreneurs are not aware of the strengths of their communication style. They don’t realize how those strengths can lead to powerful connections with prospective clients and customers. Each person has a unique way of capturing the attention and heart of others. When you recognize your signature style, you will grow more confident in your ability to communicate the features and benefits of your product and services and make compelling offers. Some people are more reserved in their approach. They listen attentively to prospects and quickly know how to respond to their needs. Others are more enthusiastic and captivate potential customers with their passionate and upbeat manner. One is no better than the other, but if you don’t know your style and stand in your strengths you will likely turn off the very clients you hope to attract. I’ve coached entrepreneurs who are direct communicators (which is a strength by the way), but mistakenly drive conversations to a speedy close and hurried customers either don’t make decisions or often change their minds in regret. Some of my clients are great connectors and excellent at establishing rapport; however, when it comes to making an offer they become pushy or they don’t ask at all because they fear sounding salesy. When you know your style, you can adapt to your customer’s communication needs, connect on an emotional level, and make irresistible offers.

2. Know Your Audience

If you are not communicating to your ideal customers, you’re wasting your breath, not to mention time and money. If you’re trying to reach everybody, you end up talking to nobody. So, take the time to identify your ideal customer. I call it your one best customer. Once you do that, make sure all of your messages speak specifically to her or him. Who is your one best customer? Picture her (or him) now, but picture only one person. She needs and wants what you offer, and she values what you have. Your best customer can be a person or a business. This customer will most likely buy your product or service, because she has made a purchase from you in the past. She likes you. You like her. She is a joy for you to work with. And, you may not have said this out loud before, but you secretly wish all of your customers were just like her. Once you have pictured this customer, create a profile or persona for this individual. Then, every time you share your message make sure you are speaking as if you are communicating directly with her. Your message will resonate and call out to your potential customers. Unfortunately, many entrepreneurs avoid this approach because they fear leaving someone out. I show them how to overcome this scarcity mindset and attract an abundance of prospects that are drawn to their signature message.

3. Know Your Message

I teach several structures (scripts) in the Communicate with POWER program to assist entrepreneurs in developing their message. I’ll share one with you in this article. If you ever stumble over how to talk about what you do or you just can’t seem to get your message out in a coherent way, this structure is for you. You can build a powerful one minute message around your customer’s problem. With your one best customer profile in mind, identify problems that your product or service will solve. What problem is she having or what might she be secretly afraid of if her problem isn’t solved? Once you pinpoint the problem use my Problem-Pitch-Promise structure to craft your message.

  1. PROBLEM: State the problem.
    “I work with __________ (describe your one best customer) who are afraid that __________. (state the problem in your customer’s language).”
  2. PITCH. Make your pitch.
    “They are looking for __________ (describe the solution in your customer’s language), and my company’s track record shows __________ (use numbers wherever you can to support your solution or results).”
  3. PROMISE. Turn your customer’s excuses into reasons to buy.
    “My customers think that __________ (use the exact language your customer might use to explain why they aren’t willing to buy), but what I help them realize is __________. (reassure the customer with a promise that turns her excuse into a compelling reason to buy).”

Here’s an example of how this structure might sound.

Hi, my name is Lynda. I work with artists who like me are passionate about their creative work, but concerned their financial dreams are falling short. They are looking for financial stability to continue pursuing their art, so I ask them to take a serious look at a flexible, part-time opportunity with Ambit Energy. Many of them have a bad image of multi-level marketing as a way of making a living, but I help them realize that it’s actually a legitimate direct selling business. It’s the fastest growing utility company in America, and because energy is one area of our economy that is profitable, Ambit is one of the best ways of securing their future. Would you be willing to take a look at the opportunity for yourself? It will only take 20 minutes or so.”

If you need clarity in developing a clear, compelling message, register for the Communicate with POWER small group coaching program. I’m an expert at helping leaders sharpen their message and be more powerful communicators so they can reach more people, have greater impact, and produce better results.

Share your communication challenges and questions in the comments below. I’d love to support you!

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