I had a meeting with a new client this week to discuss leaving her job to open her own agency and become an entrepreneur. In the midst of all her excitement, the only glimmer of fear I saw was when she was asking if I would help her learn how to promote herself when she was talking to people. The answer is of course, but how will I do that? By teaching her to have a real conversation with someone that will have substance, sizzle and soul. What in the world is substance, sizzle and soul? What does that have to do with running a business?
To understand substance, sizzle and soul, let me introduce you to a new mindset. Years ago I was awarded a great opportunity to work with Dr. Kathy Cramer. Kathy was the founder of ABT Action Coaching, which stands for Asset Based Thinking. This type of thinking helps you change the way you see yourself – so you can change anything. By transforming the way you see your own influence and thoughts, you can improve your leadership and your performance exponentially. Incorporating ABT into EVERYTHING you do with your business will help you move farther and faster to your goals. This is a technique that every entrepreneur should employ in their day to day tasks. A big piece of ABT mindset is learning all about your substance, sizzle, and soul, and how it relates to you spreading your message, and therefore closing more business.
According to research, your potential client or audience member will know in the first 20 seconds if they like you or not. That’s right. You have twenty seconds. If you have not grabbed their attention in some way, then you really have your work cut out for you moving forward. So you need to make your message count. Start to follow these steps when you are out networking or trying to close a deal with a potential client:
- Substance – What is your message in one sentence? What do you want to happen? Your substance is essentially the basic content of what you say, meaning facts or steps to take. This should be short, and very easy to understand. It should let people know exactly who you help and what you help them do. It’s that simple.
- Sizzle – How will you engage? How will you make it happen? Your sizzle should have some vivid sensory detail. It should resonate with your audience so they start to believe in you and trust you. It should be the part of spreading your message that makes you memorable.
- Soul – Why is this so important to me? What will be the significant difference this will make? This is the part where people start to assess your integrity and credibility. Clients will start to identify if they connect with you on some emotional level.
Another way to look at this method is what I learned from my training as a Book Yourself Solid Coach and it is called your “Who and Do What Statement” and the “Why You Do It” statement. Who and Do What should be perfectly clear – anyone should understand it. Your Why You Do It is your opportunity to connect with them on a personal level to establish trust. These are all key elements when you are speaking to people.
So whether you are on stage selling yourself, working the room at a networking event, or you are sitting across the table one on one with someone, you have to structure your message with substance, sizzle and soul.
Are you going to be amazing at this right out of the gate? No. This is going to take a lot of practice. Focus on the steps, but at the same time speak from your heart. When you are coming from a place of authenticity, you will begin to attract the people you are meant to work with. Isn’t that really what this is all about anyway?