Got your verbal instant message down?

PromoWriting _________________________
SHIRA LINDEN • 203 371-0654 • www.promowriting.com

Here's what author Bill Schley is saying in his new book: The Micro-Script Rules: How ideas break through in the hyper connected world...

In today’s hyper-connected era, you want a repeatable micro-script that supports your dominant selling idea.

5 components of a dominant selling idea:
1. Best at – your claim to fame
2. Important – something people want
3. Believable – give them a reason why
4. Measurable – obvious in your performance
5. Own-able – not taken by anyone

A complete idea
An idea around which customers can focus that’s designed to change someone’s mind – think of it as a persuasion tool

Simple, quick phrase
Contains a single, consistent idea that’s memorable and sets you apart from others

Differentiates you from the competition
Choose your most important selling idea – 1 superlative attribute you’re best at that’s of highest import to your audience where you can claim the #1 slot. The one single thing you offer that no one else can that captures the heart of your brand.

Narrowly focused
Specific is terrific. Don’t spray and pray!

Energizes staff and customers
Presents a problem and solution or an implied solution

Passes the “telephone” test
Your message should be something people enjoy repeating that does not change as it is communicated from person to person, like in the old party game telephone.

Can be a tag line
Examples include: It’s made from sugar so it tastes like sugar; The other white meat; The quicker picker-upper; No child left behind; Don’t leave home without it

Thanks to Bill Schley of david ID, who presented these concepts at a recent Fairchester Business Resource meeting.

For tag lines and sparkling writing that resonates with, motivates and persuades your target audience or custom editorial content, contact Shira at 203 371-0654, via email at shira@promowriting.com, her blog Turbocharged Sell Copy http://promowriting.blogspot.com, or her website www.promowriting.com or http://www.linkedin.com/in/shiralinden