Glen is sharing two very important questions you must ask yourself:
1. What are you known for?
2. How do you leave people feeling after delivering your solution?
PLUS we’ve got some tickets for you to attend their next Key Person of Influence seminar for only $24 for the whole day! It’s a fabulous event with fabulous speakers and you don’t want to miss it! To book a discounted ticket, please go to this page: http://bit.ly/ZQJI9R
Oh and you can find the podcast episode with Glen here: https://www.basicbananas.com/the-small-business-marketing-show
Below the video please share: ‘What are you best known for?’ We want to hear from you!
Christo Hall: Welcome, guys. Welcome to Basic Bananas Studios today. We have a very special guest with us, this guy, sitting over here. Who is this guy?
Franziska Iseli Hall: I don’t know.
Christo Hall: If you haven‘t heard of him, have you been living under a rock?
Franziska Iseli Hall: That’s not fair, that‘s not fair.
Christo Hall: You might have heard of him, in the small business arena… most of you guys have probably heard of Glen Carlson or the key person of influence.
Franziska Iseli Hall: Mob.
Christo Hall: Mob.
Franziska Iseli Hall: Brand accelerator workshop. I’m sure you’ve heard somewhere along the line. We’ve just had a cool podcast. Shared a lot of gold … Thank you very much…
Glen Carlson: Podcast on pitching.
Christo Hall: Yeah, on pitching. Basically how business owners can get their name out there and pitch their thing to the world. And we shared some real gold nuggets in there.
Glen Carlson: Yeah, some good bits.
Franziska Iseli Hall: Yeah, and that’s very practical. So, let‘s expand and let’s give you some more by video. So you can also see who this guy is, not just hearing his voice. So let’s also see his face, you’ve heard his voice and now let’s see his face.
Glen Carlson: Here’s the face. And I guess something that we left out of the podcast was really one of the most important steps of a pitch which was the last little bit.
Franziska Iseli Hall: We didn’t give it to the podcast.
Glen Carlson: We didn’t give it to the podcast.
Glen Carlson: We’ve got to get from the video to the podcast. So whatever you’re looking at now, you see the link… listen to the podcast, this will all make sense, now. So, it’s very much about your reputation. I mean, the key person who’d influence 40-week growth accelerator was all about, “We can build that brand, raise that profile and make a name for themselves in their industry.” Which implies that you know what you want to be known for. The beauty of the right pitch, though, is that it’s shareable. You’re not just pitching at me, you’re pitching in such a way where you’re almost giving it as a gift and someone else can take that gift and it’s so easy, it’s so succinct and it’s so well-packaged that you can even pass that on to someone else as well. And then that someone can take that gift and then pass it on to someone else as well, and so on and so forth. So you’ve actually taken your message further.
Christo Hall: Yeah, I like it. So, if it’s pitched so well, the people understand that they feel it as a gift because they know it’s solving some kind of problem and I’d be happy to pass it on.
Glen Carlson: To a friend or a colleague or someone who he knows have those kinds of issues.
Franziska Iseli Hall: I might quickly clear up something here, if you don’t know what these guys are talking about; pitch. These guys just assume that you all know what that is. A pitch is basically bringing your message across to someone about what you do.
Glen Carlson: Yeah, sure. Most people don’t have a clear answer to the simple question, “What do you do?” It’s just a reality in small business. They don’t understand their value, they don’t understand how to communicate it. So the word we use that had answered the question, “What do you do?” is a pitch, simple… Simple as that.
So, reputation. This is the last step in the pitching architecture. It’s very much about answering 2 questions, just 2 questions and doing it really succinctly, the first one is; “What are you known for?” So, if you’re summing up, talking to someone. You could say, “So, I’m best known for…” What would you say after that question? What are best known for? … What about you guys? What are you guys best known for?
Christo Hall: We’re best known for creating a simple structure. I guess, probably our brand personality, our difference in the market.
Franziska Iseli Hall: And also I guess, one of our main pitches is to make marketing simple… So I guess that’s what we’re known for.
Glen Carlson: That’s what I would say you guys are known for. I know you guys are making marketing simple. And that’s an easy little sound that people can spread. Because if they’re at a dinner party, you’ve said this to someone, they know Basic Bananas is making marketing simple. There’s a dinner party, someone’s complaining about marketing and not being able to do it.. You’ve got to talk to the guys who make marketing simple.
Franziska Iseli Hall: Making marketing simple.
Glen Carlson: So from my perspective; we’re known for helping people position themselves as key players in their industry in about 40 weeks. That’s what we’re known for. And that’s really easy to pass on and I know that it’s easy to pass on because I often get people coming through my inbox or coming to events that have said, “A friend of mine told me that this is what you guys do.” And so, it’s really clear why it‘s summing up. It’s going to be short enough to tweet.
Christo Hall: Short enough to tweet.
Franziska Iseli Hall: 140 characters.
Glen Carlson: 140 characters.
Christo Hall: I like it, that’s a good boundary.
Glen Carlson: If it’s good enough to tweet or if it’s at least good enough to kind of put in a little twitter biography, you know these few little lines. It’s got to be that synced. Because other people have to be able to remember to take it away, right? So, it’s what you made you sum up everything you do.
So, that’s number 1. What you’re known for. You’ve got to get clear on that nice little sound button. For the last part, that sums up the entire pitch, is you’ll let people know how you leave people feeling.
Franziska Iseli Hall: I love that. Because that’s what it’s all about, it’s how you make people feel. I love that.
Glen Carlson: It‘s got to have that emotional connection… It‘s got to have that emotional feeling. The reality is, that, the reason why we’re in business is to solve problems for people. Now, you’ve got to imagine what it’s like walking around with a set of problems that you don’t want to have. The relief, right?
Franziska Iseli Hall: Do you need to talk? Are you tired?
Glen Carlson: I have some real problems that I need to talk about.
Glen Carlson: So, what we want to work at… So, if you’re listening to this, here’s what you do. The reason people buy any products or services is because you saw them solve problems for them, most problems are uncomfortable. I want you to connect to what is it they feel once you’ve actually delivered the solution. What is it? Is it like a relief? Is it like if they feel proud? What is the actual emotion that they’re feeling in the moment that, that problem gets solved because that is the emotion that you want to communicate when you pass that on to other people.
So, best thing that they’re known for is helping people position themselves as key people of influence in their industry in less than 40 weeks. And we’re constantly striving to make sure people are feeling lit up and inspired with their business.
Franziska Iseli Hall: Love it.
Glen Carlson: So, it’s kind of going from feeling frustrated, bogged down, undervalued, underpaid, under recognized. So what does the solution feel like? Well it feels like I’m lit up, and it feels like I’m inspired because of this.
Franziska Iseli Hall: I love it. It’s so practical. So the first thing you do is the 140 characters, write down exactly what you do and then, find out how you want people to feel once you have helped them.
Glen Carlson: And not just what you do, because what you do is really the start of the pitch. It’s what you’re known for.
Franziska Iseli Hall: What you’re known for.
Glen Carlson: So, the way you would say it is, “I’m best known for…”
Franziska Iseli Hall: Love it.
Glen Carlson: And then answer that question and you strive leave people feeling, and what is that emotional result? Because obviously, they might be buying plumbing services or a hot water heater or something like that. So how do they feel once it’s in place? If you’re the most affordable in town, highest quality to most affordable; you might make people feel like they’ve made a really wise decision or that they’re really savvy at doing their research for making the right choices.
I know a guy who offers large business training programs that the government pays for. So literally, he sits down with a large business owner and says, “I can actually get the government to pay you a quarter of a million dollars to train your entire team.” So he says, he has HR managers feel like they’ve gone away winning the lottery.
Franziska Iseli Hall: That’s right… That is a feeling.
Glen Carlson: And that’s a feeling, it’s like… That’s how they feel. That‘s how great this kind of connection is. And it really closes the loop of the entire pitch is this emotional engagement. This is the ultimate feeling of what we create in our business. This is what we’re known for and this is how we leave people feeling.
Franziska Iseli Hall: Well, thank you so much, Glen.
Glen Carlson: My pleasure.
Franziska Iseli Hall: Now, what I would like you to do is below the video, write in less than 140 characters, “What are you best known for?” You can practice and we can get to know you. So, go ahead and do that.
Christo Hall: Give yourself love, it’s a good opportunity.
Franziska Iseli Hall: And if you want to share the video, if you want to share some love to people about this guy; Glen Carlson. Go ahead and share them, Facebook, Twitter, YouTube, Pinterest- anything you want to share it on. And thanks for watching.
Christo Hall: Thank you for watching.