One of the most common misconceptions I encounter regarding ‘Sound Bites’ that one has from 30 to 45 seconds to make one’s case. And, frankly, :45 Seconds may be to long; you run the risk of boring your listener to tears. That’s not what you want, is it?
A true ‘Sound Bite’ can be delivered in, well, a small bite.
Sound impossible? It’s not. We know that most people have very short attention spans, so you can be sure that 45 seconds of talking “at” your prospect is not what a ‘Sound Bite’ is all about.
When dealing with busy people, we just need / want a few seconds to deliver a pitch that would engender enough interest to merit a meeting. That means that we have to say just enough to explain the key benefits of our real estate services to whet the listener’s appetite for more details.
Obviously, the your name, company name, title, or any other information connected with your real estate business that doesn’t scream “GOTTA HAVE IT” is irrelevant to the initial pitch or ‘Sound Bite’. Sound counter-intuitive? I mean, isn’t more information better?
More information really isn’t better in this case, because if one has only three to four seconds (and trust me, that really is all the time you have to grab someone’s attention) one needs to spend that time talking about something that interest’s one’s audience. And frankly, your audience doesn’t care who you are or what your name is until you have convinced them of your value.
Smart writers and producers in Hollywood figured out how to use some sort of shorthand or phrases that made the most of their three to four seconds. For example, how about this eight-word three-second pitch for a movie: “Die Hard on a bus with Keanu Reeves.”
What this tells the listener (the person with the power to get this project made) is that the movie being proposed is an action film with the potential for sequels featuring some sort of law officer in a life-or-death struggle with an evil villain, as well as a love interest with a conflict of some sort, and that it has a bankable star attached.
The benefits presented in the ‘Sound Bite’ above included comparative revenue expectations (“Die Hard” was a blockbuster, meaning that it made more than $100 million in initial release, and three profitable sequels were made) with the added insurance of a big-name star.
The benefits were immediately obvious, and the only decision to make was whether or not the studio exec wanted to make this blockbuster action movie. If the answer was yes, there was a basis for conversation.
Notice that some important information was left out, enticing the interested listener to ask questions, such as: Who do you see as the love interest? Who do you see as the villain?
And even more information was left out that could be disclosed in the ensuing conversation to set the hook, such as the villain twist: Instead of an international drug kingpin or illegal arms dealer, the villain in this picture is…a disgruntled cop!
Good information, yes, but totally unnecessary until the interest was established, as were the names of the rest of the players and the cost of the project.
Did that movie get made? Yes, it did. “Speed” starred Keanu Reeves, Sandra Bullock and Dennis Hopper. It’s truly forgettable follow up (remember, the “Die Hard” reference promised franchise potential) was “Speed 2,” so of course people aren’t pitching many movies using “Speed” as a reference to indicate sequel potential.
Kind of a no-brainer way to do business, wouldn’t you say?
Want to attract the interest and immediate attention of your ideal clients using this ‘Sound Bite’ technique created in Hollywood? Develop a ‘Sound Bite’ that presents the most intriguing and meaningful information first, so that continuing the conversation with qualified (interested) prospects is a no-brainer.
Once you’ve hooked your audience’s interest, you can start filling in the details, including your name, your title, your company name, and any other information is pertinent to the discussion.