Beget a bountiful blurb
We’ve all heard about “the blurb.” It’s that short phrase you use to describe what you do for a living. Often it’s the first and, if not handled right, the last, contact you’ll have with a potential prospect. It can help crank up a conversation at a table during a luncheon, perk up a palaver at a party or even energize the notorious elevator exhortation.
When it comes to crafting a blurb to describe what you do, think benefits. Most folks are interested in what’s in it for them. Also, try to whip one up that’s a first cousin to the “open-ended question.” Those are the kind where a simple “yes” or “no” isn’t going to cut it. It should beg for more info.
Saying something like, I’m a graphic designer,” is, frankly, boring and closed-ended. It’s fitting reply is, “Oh. Hey, can you pass the salt?” Sorry folks, but the same thing goes for “I’m a photographer, a writer, an xyz consultant, a yada, yada, yada.”
I tend to use something along the lines of, “I help folks communicate better with their audience.” That usually gets a reply like, “Really? How do you do that?”
The problem with most blurbs is that they tend to be introspective and focus on features, rather than benefits. Lots of small businesses make this mistake. Several large ones too. I’m pleased as punch that they do, too. It keeps me in business.
Think about what you say to they guy across the table, in the elevator or in the next seat on a flight. What does that mean? How does your blurb help your potential prospect? Maybe, “I help small businesses reach their marketing goals.” Or, even better, here’s a short and sweet little ditty – “I help small businesses make more money.” I can pretty much guarantee you that will turn a head and get a response asking for more info.
If one says, “I do logo design,” what’s the benefit? Maybe it’s separating from the competition or enhancing visibility in the marketplace. That can be further whittled down to generating more prospects and streamlining the sales process. And that comes down to more sales.
Benefits hit people on an emotional level. In some way, shape or form, a benefit helps them feel more secure, feel better about themselves, save time, feel happier and such. So, look at what you do and whittle it down to it’s core benefit(s).
Also, strive to speaka da simple English (or language du jour). That means leave the trade jargon at home and shelf the ten syllable words. One of my favorite quotes emerged from the lips of famed advertising guy, David Ogilvy - “Never use jargon words like reconceptualize, demassification, attitudinally. They are the hallmark of a pretentious ass.”
Finally, try to avoid a canned spiel because they tend to sound like ... er ... canned spiels. Once you get to a place where you know the benefits and value you bring to the table – and you truly believe it – your blurb will flow effortlessly.
When it comes to crafting a blurb to describe what you do, think benefits. Most folks are interested in what’s in it for them. Also, try to whip one up that’s a first cousin to the “open-ended question.” Those are the kind where a simple “yes” or “no” isn’t going to cut it. It should beg for more info.
Saying something like, I’m a graphic designer,” is, frankly, boring and closed-ended. It’s fitting reply is, “Oh. Hey, can you pass the salt?” Sorry folks, but the same thing goes for “I’m a photographer, a writer, an xyz consultant, a yada, yada, yada.”
I tend to use something along the lines of, “I help folks communicate better with their audience.” That usually gets a reply like, “Really? How do you do that?”
The problem with most blurbs is that they tend to be introspective and focus on features, rather than benefits. Lots of small businesses make this mistake. Several large ones too. I’m pleased as punch that they do, too. It keeps me in business.
Think about what you say to they guy across the table, in the elevator or in the next seat on a flight. What does that mean? How does your blurb help your potential prospect? Maybe, “I help small businesses reach their marketing goals.” Or, even better, here’s a short and sweet little ditty – “I help small businesses make more money.” I can pretty much guarantee you that will turn a head and get a response asking for more info.
If one says, “I do logo design,” what’s the benefit? Maybe it’s separating from the competition or enhancing visibility in the marketplace. That can be further whittled down to generating more prospects and streamlining the sales process. And that comes down to more sales.
Benefits hit people on an emotional level. In some way, shape or form, a benefit helps them feel more secure, feel better about themselves, save time, feel happier and such. So, look at what you do and whittle it down to it’s core benefit(s).
Also, strive to speaka da simple English (or language du jour). That means leave the trade jargon at home and shelf the ten syllable words. One of my favorite quotes emerged from the lips of famed advertising guy, David Ogilvy - “Never use jargon words like reconceptualize, demassification, attitudinally. They are the hallmark of a pretentious ass.”
Finally, try to avoid a canned spiel because they tend to sound like ... er ... canned spiels. Once you get to a place where you know the benefits and value you bring to the table – and you truly believe it – your blurb will flow effortlessly.
