To get referrals, define your ideal client first, then craft one simple, shareable message about what you do for them. A dry-cleaning pickup service uses "We pick up your dry cleaning at home or office" as its entire pitch, easy enough for customers to repeat to others.
So I just finished watching one of those man on the street videos where they interview people, and usually they do these things at the beach. I've noticed it's always Southern California, it's always the beach, and they get some really crazy responses to questions that, um, really, you gotta wonder what people are thinking. And it made me think about how you and your business might be affected by a man-on-the-street mentality. And here's what I was talking about. This particular interviewer was asking things like about celebrities and about how celebrities might have a better bead on what needs to happen in the world. And he was getting agreement from everyone. Now, the one thing you have to remember is that they don't view, they don't play the ones that disagree with him. And I'm sure there are plenty of people that he interviews that first of all he tries to interview and they say, "No, I don't want to be on." They don't— you never see those. And then he has the ones that he interviews and they actually say, "What are you talking about? You're crazy." One of the examples was he said that Katy Perry was fighting to have sodium chloride removed from our food. And of course sodium chloride is table salt. And so people were agreeing with Katy Perry because, you know, she's got a platform and she's got a lot of money is basically what people were saying. So she must know what's best. I know what's best. And the truth is that people don't know what's best. And in particular, they are always wanting to be a part of a group that does know what's best. So the vast majority of people will go ahead and agree with you when you say something to them. Now, how can you use this in your business? Well, first of all, you have to have a 100% clear message about what your business does for your client, for your target client. Actually, if you want to take one step back, you need to make sure you understand who you are trying to attract into your business. Because you don't want to get just anybody. You want to get the right clients who will benefit the most from your product and service, the people who will appreciate what you do for them, who will pay or are able to pay, and who will refer you to other clients. So make sure that you have that message about what you do for whom targeted at those type of people and the people who know those type of people. Then you have to have a crystal clear message that you can share, that other people will be able to share easily so that they will get agreement from their friends and their people that they come in contact with. When you're thinking about your message that you're targeting your client with, it needs to be something that is concise, that people understand completely and have no trouble sharing with other people. It's totally different than your value proposition. Because your value proposition is a further conversation down the road. What you're looking for in this particular message is just what you do for whom in a way that makes you stand out from everybody else that does it. A good example is our dry cleaning business. We talk about look great, save time, live better by letting us pick up dry cleaning or laundry at your home or office. Our customers understand what we do because they have already experienced it. So they're able to share what we do really easily. Whenever they see somebody with dry cleaning, well, obviously they're going to refer us if they're having a challenge with their dry cleaning. So when a client is interacting with another person who does not use our service, they can speak from experience as to what they do. But what you really need for your business and mine is a message that people can share who have not experienced our product or service. Going back to our dry cleaning business, it's a very simple thing. Have you ever driven around with clothes in your car and forgotten to drop them off at the cleaners or forgotten to pick them up? Well, we solve that problem for you by picking up at your home or office. Pretty simple. It outlines what we do. It outlines the value proposition that makes us different than the dry cleaner at the local corner or at the grocery store. And it helps people understand how we can benefit their lives in a very concise way. That opens the door for us to have the other conversations as to how we can best benefit these people. When you're crafting your message, think about how you can stand out from the crowd, but make it a message that people can understand the problem you solve and they can communicate that easily to anyone. So anyone who has a dry cleaning problem, they would know that we can solve their dry cleaning problem by picking it up at their home. Hope that helps you in your business today. Love to hear your comment below on what you do to talk to people about your product or service. And we'd love to share your message. So make a comment below and subscribe to my channel on that button right there, and we'll talk to you real soon.
