Close More Deals by Clarifying Your Message with Dolores Hirschmann

Awesome. I love that and I think I agree and I’ve seen communication being so important to business and our, in our personal lives and our work lives for folks out there who have day jobs and on a personal level.

One of the early books that I read in this area that really helped me out is actually crucial conversations really helped me deal with communicating with others and start to see and apply those ideas and start to see that. Improve in this area. And, everybody could in, in my, transactions could benefit from my improvement in that way.

Can you tell us about what a cornerstone idea is in businesses is and how we can start to clarify our cornerstone ideas, I think is really interesting. 

Yeah. And this came from my work as a volunteer TEDx organizer. As I said, I led one of the largest TEDx events here in the east coast. And I, you don’t know what you don’t know until you know it, and at the time.

I would, we would open for speaker applications. And first of all, I didn’t know that everybody wanted to be a TEDx speaker because we would open 15 slots and we would get hundreds like three, 400 applicants who wanted to speak at our event. And then we’re like, oh, we’re just not sure what we’re doing, but and the first was that lesson, but the second one.

These were people who had written books who were experts in their fields. We had in our states, someone who’s now an astronaut training in Russia. Now we’ve had some big names on our stage. But when it came to filling out an application and answering a question, that was what is the core idea behind your talk?

And please answer it in one short sentence. It was almost impossible. We have. Chapters people would write paragraph after paragraph trying to explain the criteria and they will tell the whole story. And so when we talk about, and so that explains. Translated almost seamlessly to the work that I’ve been doing with my clients.

And, it hit me that part of the disconnect between what my clients are saying and what their audiences are hearing, and what they want to hear. It was that lack of clarity around the one thing that you must say as a business owner, so that your audience gets it. And says, I want more, the first thing is in business, you don’t want the sell on the first word that comes out of the mouth.

There is a journey of re building a relationship and trust. Even if it’s something that could be sold quickly, there’s still even a tiny journey there where I get, I know you exist. I understand what you offer. I make a decision to buy it, or I make a decision to ignore you, or I make a decision to leave.

That’s the three things that happen. But if you don’t understand that if the second or third step is missing I understand what you do. If that step is confusing or lacking, then decision of I’m going to ignore you. It’s going to come faster. And So when we talk about core idea, it’s all about how can I show up.

In the world, whether you’re speaking your social media, you’re in a podcast wherever you show up because anywhere that you’re showing up, it could be a potential first date for your next client. Literally, it could be the supermarket checkout line or a party or a podcast, or a social media ad.

It’s a first date. And so what is the minimum amount of words or statements or things you can put out that will get someone to say, I know what you’re offering and I’m interested, or I’m not, I need you or I’m not. And so the concept of a core idea is asking my clients and the companies is what is the one thing that at the heart of your business, you are solving all the time.

You might be solving a lot of other million other things, but those are secondary. In the F I don’t know, in the investment world, if I’m going to work with you, I want to know, can you make my money grow? That’s it. Thanks. First question. Can you, yes or no, then I may not work with you on or in my work with you, because when I asked the, how it may or may not be what I’m looking for, but there’s no conversation on how.

If I first don’t confirm that what you offer is in the realm of what I need. And most people go deep into the house before confirming what they actually do. Does that make sense? 

I think so. Yeah. I can say, we’re all in our own heads, we’re focusing on, what do I do, me Bob, blah, blah, blah, and not the other side of the table.

And I think a lot of times that can translate into us jumping to the how, and not the, maybe bigger idea and really summarize it for folks. But I want to make sure I really understand. How can we boil that down? Going from the house, no matter what it is, to what that means to the other person.

And really clarifying, I think, is we’ll continue with that word because it fits. 

So I’m going to give you it very simply. Two years ago, we got a puppy and we had always adopted a dog dock which has its challenges and its blessings. The beauty is that they’re not chewing your whole house and potty train usually.

But a puppy is a puppy. And so she was chewing everything in my house. And I always talk about, I had my antennas in my head kind of tuning to the problem I was having. How do I get my puppy to stop chewing my sofas and my men, literally the wall? And I was very attuned to that problem.

Something I didn’t have a year before or six months before. And so what that awareness of that problem that I, as a consumer had made me filter the information was exposed to my problem. For example, if I was just browsing on the. And something came up around puppies and chewing. I would actually stop and read it, but it had to have the right keywords.

Like how can I stop my puppy from chewing if it had the keyword, like how to raise a wonderful puppy? No, my puppy was happy eating my walls. It was not my problem. And so you see, this is a silly example, but. People say you know how you can hire very expensive copywriters to do all of your marketing material.

And I always say the best copywriter for you is actually a hundred percent free because the best copywriter is your customer. Ah, copy and paste, or listen, record and transcribe what your people are saying. And there’s a lot of tricks to do that, but there’s so much information. And right now you can go into Facebook, go into almost a hack.

You can go to almost any Facebook group and in any Facebook group, there’s always a search box and you can type, I need help with and hit enter. Let’s say you have a Facebook group that you belong to you. It doesn’t have to be yours. And there are thousands of people in there, the more people, the better, the more results you’re gonna get, I need help with entering.

And you’re going to get all kinds of posts or even comments, or I like if you’re a business coach go into a group or our investment strategies or expert go into, I don’t know, a group of real estate investors. And type I need help with, I didn’t have a whole array of posts around. I need help with minimizing my taxes.

I need help with, I don’t know, getting a loan to invest in my, I don’t know, but chances are you going to find at least one client, but most important, you’re going to find a lot of copy to write your emails and your sales pages with.