[tweetmeme]It took a perfect stranger to simplify my brand. I mean that’s what I do for a living: help individuals and companies with their brands – the words they use in telling their stories.
I was at a networking event last evening, and took the opportunity to do a little tweaking of my message as I circulated among the guests when I first walked in. I tried a few versions. Here is one of my openings: “Hi, I’m Jeannette Paladino. I’m a business writer. I help individuals and companies to sharpen their brands and shape the key messages they communicate to their target audiences.” Then I proceeded to tell the little group gathered around the bar that my focus was on writing web copy and blogs, branding and employee communications.
Oh, said one knowingly, “You’re a word mechanic.” Bong. Not wordsmith. Word mechanic. I love it. I’m the mechanic who fixes the words people use so they roar into action like the motor of a fancy new car. My tool box is filled with high-powered words. I don’t need to use them all, just the ones that create clear, compelling copy.
My new friend had turned my brand into an image that clarified for him the perceived benefit I offered. Once he understood, in his mind, what I do then he warmed up to the conversation. “So, you write blogs,” he said. He confessed that he was doing that for his own growing company and it just wasn’t a good use of his time. Maybe I could help him out? So, we exchanged business cards and he became a good prospect for my business.
It was a reminder for myself, and what I tell my clients – don’t over-complicate. Keep it simple.
Let your clients and prospects imagine the possibilities of working together.