Create a 10 Second Introduction From Your USP

You can generate a ton of business by networking, whether you belong to a networking organization or just get referrals from existing (satisfied) customers. Whenever you meet a new potential client, it's important to create the right impression about you and your business straight away. That's where a 10 second introduction comes in handy ? and the more this introduction stands out from the rest, the more likely your new acquaintance is to remember you.

One great way of making your introduction stand out and to really grab the attention of the person you're introducing yourself to is to put an unexpected twist right at the start. One lady I know starts her introduction: "Hello, I'm Jane Doe, and I want to root through your trash cans." Now that's an introduction that nails everybody's attention ? and leaves them wanting more. The lady in question is an environmental consultant and helps companies reduce the amount of waste they produce ? hence rooting through the trash.

Spending some time thinking about how you can present your business in a truly unusual light will turn out to be a great investment in the long run. Write down all the things you typically do in your business and see how you can twist them around to make people ask "You can't really do that for a living?"

But that is only the beginning, of course. Now that you have grabbed their attention you have to follow up with something useful. Nobody would ever hire somebody to go through their trash, no matter how interesting that sounds as a job description. So now's the time to follow up with your USP, some strong benefits and your guarantee if you have one. Let's say you're a printer. Your USP is that you always deliver on time. Your introduction could read:

"Hello, I'm Joe Smith. I'm an undertaker's nightmare." Now you should have the undivided attention of the person you're talking to. An undertaker's nightmare? So you go on: "That's because I want to be buried in paperwork." [Yes, I know, that was a terrible pun. But be honest ? it got your attention, right? And that's what counts.]

"I run a printing business. We do any kind of print run, from as little as 100 copies of a monochrome flyer to ten thousand full-color catalogues. And we promise that we will deliver on time, [USP] so you can be sure to have your materials when you need them [Benefit]. We're so sure of that that we promise to knock 15% off our fee for each day, should a project ever be late. [Guarantee]"

And that's your business in a memorable nutshell. Just as the environmental consultant is now known to everybody as "The trash can lady", this printer could be famous as "The undertaker's nightmare". The point is to be instantly recognized and remembered by the people you've met ? so their next project goes to you instead of the person who just said: "Hello, I'm John Doe and I'm a printer"

So, to recap, a great 10 second introduction needs:

· A way to introduce your business that will grab the listener's attention.

· A short description of what you do, including your USP and benefits.

· A Guarantee (if you have one. If you don't, think about getting one!)

Get all these elements together and you'll see that people will remember you ? and give you their business.

Frauke Nonnenmacher is a copywriter who specialises in marketing materials designed to build customer relationships. For more information, please visit her web site at

In The News:

3 Industrial Networking Trends  Automation World
Networking in a Virtual World | Jenkins MBA  Poole College of Management
The power of networking  The Hindu BusinessLine

The Answer to Your Worst Networking Nightmare

Imagine you just met your ideal client at a networking... Read More

The Festive Season: Your Networking Opportunity

The festive season is a great time to sharpen and... Read More

Franchisees Should Learn From Each Other

If you own a franchise you should be in contact... Read More

How to Get Ahead in Your Career

Bigger Better Deal. That's what everyone always hopes will come... Read More

Sharpen Your Business Networking Skill To Grow Your Small Business

Most people become lax at maintaining their professional business network... Read More

Social Network Software

My neighbor ? a lovely man I've known, and have... Read More

Network Marketing

Network marketing is the ordinary person's best opportunity to make... Read More

Come Home Rich - How to Get the Most out of Your Next Conference

Success in your career depends upon how well you manage... Read More

Time to Hire a Professional Networker?

It used to be that people said that there was... Read More

Ask for What YOU Want and Gain More Business

Why ask others for help and what do you gain... Read More

Networking - How To Do It

Networking is probably the oldest, easiest, most effective and least... Read More

Youve Got Personality, Use It!

For the self employed professional, nothing is more important than... Read More

Growing Your Network of People Can be Easy and Fun!

A few years back when I moved to Charlotte, NC... Read More

Small File Box With Resumes to Help Customers

I bet you have not thought about it much, but... Read More

The Power of Word of Mouth

Most of us remember the commercial that said, "I told... Read More

Real Business Networking Doesnt Happen at Networking Events

Real networking isn't about handing out business cards at a... Read More

Land the Ideal Job Using Social Networks

With at least 60% of job-seekers finding employment through networking,... Read More

The Anatomy of a Brain Cramp; The Retainer and the Lavalava - Communication

In life, you have to successfully work with people to... Read More

Increasing the ROI on Your Networking

Networking requires an investment of time, money and effort. Here... Read More

What a Leads Exchange Group can do for You

What is the definition of a leads exchange and how... Read More

Networking and Trade Shows

The most important reasons people exhibit at a trade show?... Read More

How to Shmooze

Definition: talk idly or casually in a friendly way Value:... Read More

Networking Know How

Networking, even to a seasoned professional, can seem intimidating or... Read More

Powerful Networking: Focus on Building Connections, Not Closing Sales

You can find numerous references in the business literature about... Read More

Online Business Networking: How Personal is Too Personal?

Online networking has opened up some fantastic business opportunities for... Read More