(Stop!) Selling someone in a single sentence (seriously)

(Stop!) Selling someone in a single sentence (seriously)

One of the very first topics we address in our Learning Community Stage 1 Creation is how to say what you do, because it’s so fundamental to how you get clients. And within that topic, one of the very first topics we deal with is what I call “No more heavy lifting.”

I see heart-centered business owners struggle painfully trying to get to what we call your “one compelling sentence,” what others sometimes call the “elevator pitch”… whatever you call it, it’s the phrase, or sentence, or paragraph you use when someone asks “So… what do you do?”

It is challenging to get to this, because it’s the heart of your business, in some ways. It’s not all of the heart, but it lives in the heart.

Let me take away a huge part of the struggle by sharing some insights from our One Compelling Sentence learning module. These insights help you let go of things this sentence is not supposed to do.

Three of the things that your one compelling sentence is NOT supposed to do.

Thing One: It’s not supposed to sell anyone.

There is a pervasive myth in the world of business that there is one sentence, or phrase, or short paragraph, that can take a complete stranger and turn them into a paying client.

Uh… no. Doesn’t exist. There is no sentence that can do that. No sentence, no way, no how.

Think about it. Is there some “magic sentence” that someone could say to you that would work like that? Where you would not have LOTs of additional questions, and just gladly hand over your money?

If something like that appears to happen, it’s because that person is being guided by something other than what you say. They are reacting to their own guidance, or it’s the right moment for them or whatever. But it’s NOT what you said that made that magic. More than likely you just managed to avoid saying something that would have pushed them away, and so they kept coming forward. 🙂

Thing Two: It’s not supposed to explain the deep essence of what you do.

Folks get tied up in knots trying to explain the deep essence of their work. You can free yourself: just stop trying to do that.

The deep essence of your work cannot be named so simply. For one, the essence itself is probably beyond words, and so any attempt to capture it with language is going to fall short. Secondly, if you could capture it in words, the complexity and depth is not going to be caught in just a single sentence.

Plus, it’s not that helpful anyway. Not at first. They don’t want to know about the deep essence of your work. The deep essence of your work is important to you and your heart, rightfully so. It’s a sacred trust and a Jewel that you carry.

Don’t attempt to share it until you know the person is someone willing to receive it. And certainly not in response to “So… what do you do?”

Thing Three: It’s not supposed to resonate deeply in your own soul.

This myth can be hard really hard to let go of, especially for folks who are intuitive or heart-centered. Plus you may not have completely let go of the two points above, especially the one about the deep essence. Finally, it’s hard to let go of until you deeply, profoundly realize that you are not the intended audience.

And if you’re not the intended audience, it probably won’t resonate super deeply, even if you agree with it and much or all of it applies to you, or who you were.

The Reality is Anticlimatic

From my perspective, the ideal of these kinds of statements is actually something extremely ordinary, very conversational. It speaks to people not because it’s an amazing statement, but simply because it’s relevant to the people it’s relevant to.

Most of our clients are kinda surprised with what they end up with. It tends to be, emotionally, on the level of “If you own a motorcycle that doesn’t work and want to get back out on the road quickly without breaking the bank, we can help you.”

“I help women during pregnancy who want to be healthy, care for themselves, and work toward having a home birth.”
“I help home owners who want a beautiful yard without having to use way too much water and effort.”
“I help people whose active life was stopped by injury get their activity back.”
“I help spiritual seekers who long for depth and realness, but don’t want organized religion.”
“We help busy managers who need high performers and don’t want to take more than a few minutes to successfully coach a team member.”

So ordinary and conversational. No attempt to explain HOW the work happens, or how deep and significant it is. Nothing particularly special. But when someone who needs this help hears it, they raise their hand.

That’s the only response you’re looking for.

You’re not looking for a sale. You’re not looking for someone to faint dead away at how amazing it sounds. All you want is for them to say, “That’s me! Can I ask you about that?”

I’m hoping all of this takes a load off as you work toward your own answer to how to say what you do.

With big gratitude,

Mark Silver
Heart of Business, Inc.

P.S. The Learning Community

The Learning Community learning modules can help you walk through it all, from the One Compelling Sentence, all the way through a sacred, heart-centered sales conversation to get to an authentic “Yes” from your best clients. This includes helping you craft an offer, price it, and ask for referrals, and lots more.

Or, if that’s not your issue, the Learning Community has more advanced modules on internet tactics, like a more extensive core message that does explain how you do what you do, how you write it up on a website that works, how you create compelling content, and how you expand your audience online or offline.

They are profound, in-depth learning modules that help your business develop in a step-by-step, heart-centered way, full of integrity and love.

Click here to learn more about the Learning Community. 

We have a free way for you to tell what your business needs. Take our free Readiness Assessment.

And please, ask any questions you may have.

With love,
Mark