- Stunning results. What is it you deliver for your client that compels the client to want to open up her wallet and do business with you?"
Example: "Patrick Snow's self-published version of Creating Your Own Destiny has sold more than 150,000 copies and has been translated into numerous foreign languages."
- Sassy soundbite. This gets to the essence of who you are, what you care about and what makes you likable.
Example: "Kiplinger's personal finance magazine reported: 'An investment in Pat Fripp's speaking school is the sixth most powerful investment anyone can make in their professional career.'"
Says Juetten, "It's one thing for her to say she's a rock-star speaker, but it's so much more credible and compelling when a prestigious business periodical says that's what it thinks about her. I think she's very smart to put that in her bio because it helps people get to 'yes' faster."
Tips for Speakers
Juetten has special advice for speakers:
- Lead with a compelling headline that lets the meeting planner know exactly what you talk about, why it matters and the key take-away your audience is going to hear. You don't have a prayer of inviting an engagement if you don't make that clear.
- Prepare your speaker introduction in advance, and make that introduction so compelling that the audience jumps to their feet to applaud you before you speak your first word.
- If you have a name that's hard to pronounce, provide a phonetic spelling. "If the emcee doesn't say your name correctly, you're going to trip before you start speaking," Juetten says. (Incidentally, "Juetten" rhymes with "button.")
If you don't have a plug from Kiplinger's magazine, get a testimonial from your best clients, Juetten suggests. One of her clients has described Juetten as "self-esteem in a can." Betsy Talbot, who has a blog called Married With Luggage, says: "She sprays it, and all the fabulous things about you that you had forgotten or did not think were important are in the air for everyone to see."
Example: Sara Harvey Yao has been described as a "leadership chiropractor" for executives. "That's a whole different way to say what she does and how she does it that isn't boring, boilerplate or bland on any score," Juetten says.
Example: For Matt Walters, who's spent 20 years in the hospitality industry, it started at age 7 when a broken-down tour bus stopped in front of his grandmother's house, and he invited the tourists in for some lemonade.
Example: This is how Melody Benson Strick describes herself in 140 characters on Twitter: "CEO, fast-paced visionary leader, kick-butt biz mentor for entrepreneurs. New dog mommy trying to save her shoes. Craves Starbucks, exotic travel and spas."
She has 20,000 followers. And, says Juetten, "If she has 20,000 people following her, chances are a whole lot of them are doing business with her, and she's living the life uncommon."