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It's true. The average American attention span has dwindled to that of a goldfish. These days, it seems people have very little time and even less patience. So, what does this mean for you, the self-employed professional trying to reach prospects in the most effective way possible?

Well, for starters, you've got to have a killer self-introduction -- one that instantly conveys what you do, who you do it for, and the real benefits behind the product or service you provide.

Are you currently using the "name, rank and serial number" approach when a prospect asks you what you do? (Snooze!)

Here's the deal: nobody really cares about your title. In fact, 50% of your prospects will have a negative association with whatever your title is (think dentists here!), so replace your current label with a short and compelling sentence that contains the desired result your prospect is looking for. For example, when asked what you do, instead of responding with "I'm a dentist," you might try something along the lines of, "I give people that bright, white mega-watt smile they've always dreamed of!" Get the idea?

Ok. Now it's your turn. Think about the single biggest "result" that your clients receive from using your product or service. Is it more money? Improved health? Better relationships? (Hint: The benefit will typically be linked to one of these three areas.) Once you know the benefit, go ahead and incorporate this information into a single sentence. Presto! Now you're armed with a brand new response that will quickly answer that million dollar question--"What do you do?"--in a way that will have prospects begging for your business card!

(c) Connie Scholl 2006

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this blurb with it: "Connie Scholl, of www.ConnieCoach.com works with Professionals & Small Business Owners who want to generate more clients and make more money." For your FREE 7-Day MARKETING e-Course, visit http://www.conniecoach.com (http://www.conniecoach.com)