I clearly remember when I formulated my first really effective marketing message:
“I WORK WITH FREELANCERS WHO ARE STRUGGLING TO GET THEIR MARKETING OFF THE GROUND.”
Something simple, nothing elaborate, but it communicated very clearly two things: the public I was working with and the reason why they needed me. How did I know it was effective? I knew this because when I used it to answer the question “What does it do?” people really interested me, they wanted to know more and they gave me their cards. They accepted my follow-up calls.
In short, my message had enough value that it helped me both to start the conversation and to continue it. This simple formula eventually received the name ” Audio logo “. An audio logo is really that simple.
But that simplicity led to much bigger things in my business. It led to gaining focus, clarity, and a flexible foundation for my marketing, which ultimately allowed me to offer a wide variety of services that help freelancers overcome the struggle and achieve greater ease and success in their marketing.
Unfortunately, too many people make their audio logo too complex, too long and include too much information about how they do what they do. We often feel like we have to “say it all” in our marketing message and that doesn’t make it stronger, just weaker.
For example, I could very easily add to my message:
“I WORK WITH FREELANCERS WHO ARE STRUGGLING TO GET THEIR MARKETING OFF THE GROUND. I DO THIS THROUGH INDIVIDUAL CONSULTING, GROUP PROGRAMS, AND MY MEMBERSHIP WEBSITE: THE MORE CLIENTS CLUB.”
Obviously, it says more, but why do I say that it weakens it?
It is because of the situation in which it is used. When someone asks you what you do, he does it in a context where both of you are strangers. Your mind is busy trying to categorize and judge. If you say too much, you risk confusing the other person or, even worse, making them feel like you’re trying to sell them something. Note that my audio logo does not talk about me but about my clients.
And that is precisely the reason why it “enters” so easily, why it provokes so little resistance.
And, at the same time, an audio logo like this is very likely to elicit positive responses from someone who relates to what you’re saying.
Why do I say that it weakens it?
“Yes, marketing is the hardest part of my business.”
“It is really needed.”
“And how do you help your customers overcome that problem?”
And that’s when the audio logo can become a conversation, with the focus on the person you’re talking to, not on something you offer. For example, I usually respond by making a comment and a question:
“Yes, it can be hard. What business are you in?”
“Marketing can definitely be a challenge. Do you work alone?»
«I have a step-by-step system that simplifies the marketing task. What is your business about?”
How to follow
This type of conversation can take us virtually anywhere. You may very well discover that you have nothing to offer that person, or it could turn out that you are talking to an ideal client.
If there is interest, the best and most effective way to talk about your services is not through concepts but through stories. Let’s see the differences between the two:
“Tell me a little more about your business.”
Conceptual: Well, I teach people to treat marketing like a game where you communicate certain things in a certain order until your message takes shape. The three key areas are information, familiarity, and experience.
Story: I recently worked with a client who was stuck trying to move their marketing forward. I helped him get ahead and get speaking opportunities in the right places. Within a few months, he had several and ultimately gained many clients that way.
The conceptual vision is more accurate but is more appropriate for a seminar or workshop. Instead the second option, the story, shows how a real person got results working with me. And that is always the most powerful.
The Key Points In Creating A Powerful Audio Logo Are:
1. Explain who you work with ( your ideal clients ).
2. Mention a problem that these people are trying to solve or…
3. Mention a result they would like to achieve (… for example they want their marketing to be easier and faster).
4. By the way, sometimes a problem-oriented audio logo works better than a results-oriented one, and vice versa.
5. When someone answers, don’t say too much. Instead, try to find out more about that person.
6. When someone shows real interest, they tell examples instead of talking about concepts.
Ultimately, you can only develop effective logo audio through practice.
Once you think you have a good one, go out and use it as much as possible. See what the reaction is and adjust until you get the results you want.
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