Yesterday I delivered the [tag]keynote speech[/tag] for the 21st Annual Conference of the Association of Independent Information Professionals (AIIP.) [tag]AIIP[/tag] members provide businesses and organizations with “specialized research; information, knowledge, records management, writing, editing, indexing, training, translations, database design, and web page development.” (www.aiip.org) These talented professionals cover a very broad range of information disciplines, including business and industry, banking, finance, legal research, healthcare, public records, government, and others
In preparing for this presentation over the last few months, I spent time interviewing several of the officers and other members of AIIP. When I arrived at the conference, my suspicions were confirmed; these people finished much higher in their class standings than I did! Many are former librarians, and they are incredibly intelligent people and talented researchers. In addition, they are exceptional business people!
During the opening session, they came to the podium, and in 30 seconds or less, gave their [tag]value propositions[/tag], [tag]defining statements[/tag], and the [tag]taglines[/tag] for their companies. Here are some of my favorites:
- “An HMO of Information”
- “A High Tech Business Doing Business The Old Fashioned Way”
- “Making green while going green”
- “The world of information at your fingertips”
- “Only The Smart Survive”
- “Linking Data to Decisions”
Wow! I witnessed what is possible when you have a collision of extreme technical competency and exceptional marketing. This raises a question…how do YOU describe what YOU do with YOUR value proposition, defining statements and tagline? The time you have to capture the attention and interest of a prospect continues to shrink. In a bullet-point world you must be able to quickly tell people what you do, and how you do it. If you have a good tagline, I would love to read it. Feel free to send them to me, or leave a response to this post and share it with others.
So…what DO you do, and HOW do you do it?
Good selling!
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