You can generate a ton of business by networking, whether you belong to a networking organization or just get referrals from existing (satisfied) customers. Whenever you meet a new potential client, its important to create the right impression about you and your business straight away. Thats where a 10 second introduction comes in handy and the more this introduction stands out from the rest, the more likely your new acquaintance is to remember you.

One great way of making your introduction stand out and to really grab the attention of the person youre introducing yourself to is to put an unexpected twist right at the start. One lady I know starts her introduction: Hello, Im Jane Doe, and I want to root through your trash cans. Now thats an introduction that nails everybodys attention and leaves them wanting more. The lady in question is an environmental consultant and helps companies reduce the amount of waste they produce hence rooting through the trash.

Spending some time thinking about how you can present your business in a truly unusual light will turn out to be a great investment in the long run. Write down all the things you typically do in your business and see how you can twist them around to make people ask You cant really do that for a living?

But that is only the beginning, of course. Now that you have grabbed their attention you have to follow up with something useful. Nobody would ever hire somebody to go through their trash, no matter how interesting that sounds as a job description. So nows the time to follow up with your USP, some strong benefits and your guarantee if you have one. Lets say youre a printer. Your USP is that you always deliver on time. Your introduction could read:

Hello, Im Joe Smith. Im an undertakers nightmare. Now you should have the undivided attention of the person youre talking to. An undertakers nightmare? So you go on: Thats because I want to be buried in paperwork. [Yes, I know, that was a terrible pun. But be honest it got your attention, right? And thats what counts.]

I run a printing business. We do any kind of print run, from as little as 100 copies of a monochrome flyer to ten thousand full-color catalogues. And we promise that we will deliver on time, [USP] so you can be sure to have your materials when you need them [Benefit]. Were so sure of that that we promise to knock 15% off our fee for each day, should a project ever be late. [Guarantee]

And thats your business in a memorable nutshell. Just as the environmental consultant is now known to everybody as The trash can lady, this printer could be famous as The undertakers nightmare. The point is to be instantly recognized and remembered by the people youve met so their next project goes to you instead of the person who just said: Hello, Im John Doe and Im a printer

So, to recap, a great 10 second introduction needs:

A way to introduce your business that will grab the listeners attention.

A short description of what you do, including your USP and benefits.

A Guarantee (if you have one. If you dont, think about getting one!)

Get all these elements together and youll see that people will remember you and give you their business.

Frauke Nonnenmacher

Frauke Nonnenmacher originally trained as an Engineer at Hamburg Polytechnic and the University of Portsmouth. While still a student she was asked to teach remedial classes, as she had a talent for taking highly technical materials and putting them in a form that was easy to understand and remember.

During her time as an Engineer, Frauke quickly moved towards work in the communications sector, especially Computer Based Training (CBT) accessible over the Internet. Because of her excellent communication skills, she was soon asked to take care of product documentation and the creation of training materials.

This work proved so enjoyable that Frauke decided to set up her own copywriting business. Several articles of hers were published in a nation-wide magazine on Western riding. This connection expanded when Frauke was offered the job of helping the magazine’s smaller advertisers to get the most out of the ads they placed.

Frauke’s ability to write clear, succinct copy and enthusiasm has ensured satisfied clients who are happy to come back when they need new copy written for their businesses. Amongst her clients are Business Link Hertfordshire, The Automobile Association, Western Exposure Trading Post and many others. Her ability to create vivid images that draw the reader in, even when writing about dry, technical issues, has been a great asset to all her clients. Her bi-lingual background (English and German) has proven very valuable to companies that wished to expand their business internationally.

Frauke approaches all work with the intention of improving her client’s bottom line, rather than writing unprofitable copy that might win creative awards. Her ground rule is that if the copy doesn’t sell the goods, it’s useless – and she’ll never deliver useless copy.