One of my favorite TV shows is So You Think You Can Dance. The young dancers who try out for the show have a very limited time to walk onto the stage and dance an audition that tells the panel of professional dancers who they are and what they do. Each aspiring top ten dancer has about a two minute audition that has to:
- Inform the judges of their particular dance genre
- Show the judges their technical skill as a dancer
- Let the judges see their personality
- Show the judges that they can pick up different styles of dance quickly and perform them well
- Make the judges think they are star-worthy.
That's a lot to show in just a few minutes, but as I watch the dancers come out and do their thing I notice right away that some leave you with a sense of who they are and what they can do instantly. It struck me as I was sitting there watching that in order to keep in the competition, these dancers must say without words who they are and what they do.
In the Book Yourself Solid system your “who and do what” statement is the core of how you begin to attract new clients or customers. Just like the dancers who audition for SYTYCD, those of us who are self-employed have about two minutes to let potential clients know who we are and what we can do that will be in service to others. We use words rather than our bodies. I wonder, if you had to use only the body, how would you move, act, or dance that would give others a sense of what you have inside you that can benefit them? A wordless “who and do what” statement might be interesting – almost like charades – are you so clear about what you offer that you could do it without words?
If a dancer showed up on the SYTYCD stage, slumped their shoulders, hung their head, folded their arms and stood silently for two minutes do you think he would get dropped from the competition? Of course, he would – in fact, Nigel Lythgoe would probably cut the audition before two minutes was up! It's the same for us as self-employed entrepreneurs – we have to be noteworthy, informative, and intriguing when we talk to people about who we are and what we do.
Let's look at these two statements from two different coaches.
- “I'm a coach who works with self-employed people to help them market better.”
- “I work with self-employed entrepreneurs who need increase their income in the next six months, even if they haven't been very profitable in their business so far.”
Of the two, which would you pick to work with? I'd guess the second person. From a SYTYCD perspective, the second person auditioned better – strutted their stuff with fancier dance steps, showed more personality. The second statement is far more noteworthy, informative, and intriguing to a prospective customer. Book Yourself Solid's system helps you build a strong “who and do what” statement by taking you through a mini-course called 7 Essential Strategies To Getting More Clients Now. You can get the totally free mini-course through my website by going to https://confidentmarketer.com/7-essential-strategies-for-getting-more-clients-now/. When you've completed all seven lessons you'll be just like the top 10 dancers on So You Think You Can Dance – everyone will know who you are, what you do, and believe in your expertise and ability to be a star. You can click here to get started.