A lot of people struggle with how to communicate their value quickly and effectively, or at least get someone interested. Ideally, what you want is for someone to respond with, "Can you tell me more about that?" So, when you say something, they go, "Oh really, that sounds interesting, tell me more." This person would be an ideal prospect. If you bump into an ideal prospect when you're out, you want to be able to say something within 5 seconds that hooks them.
Most people don’t have this skill yet. Typically, you might say, "I’m an architect." The response might be, "Okay, where do you live?" Our goal is to hook your ideal prospect in 5 seconds or less. If they’re not your ideal prospect, it doesn't really matter. But when you do bump into one, you want to hook them.
Great influencers throughout history have used this exact strategy. You’ve probably heard it used before, but you haven’t used it as a hook when talking to someone. Influencers like JFK, Gandhi, Jesus, and even Hitler spoke using this technique. Given that you are architects, you should be even better at it. In about half an hour, you'll be very good at it.
What we want is for people to respond with, "Tell me more." Before I explain the technique, let's understand how the mind works. Imagine I’m telling you a little story. I was speaking in Tahiti about seven years ago for insurance brokers. If you hit your targets in insurance and sell a certain amount, the company rewards you with trips around the world. This was at a six-star hotel in Tahiti, with little huts over the water, decks, and fish swimming around. It was a beautiful setting.
I was invited to do a 90-minute session for them. The first night, there was a big buffet welcome. I thought it was a special occasion, so I indulged. But I overdid it, which led to a bad sleep, feeling groggy the next morning. I decided to be sociable and went back for breakfast, thinking I'd just have a bit of fruit and juice. But I ended up with a large plate of food, wondering what had happened. I realized that even though I was there to teach mental skills, I had no control myself.
Many of us set our minds on achieving something and then find ourselves doing the opposite. Maybe it’s food, alcohol, or setting a plan for the week. Can you relate? It's like sitting on top of an iceberg, paddling in one direction while the tide carries you the other way. The part of the mind you are aware of is the conscious part. The subconscious is much stronger. If we had full control over our conscious mind, we’d all eat healthily, exercise daily, and be millionaires. But habits and the subconscious take over.
When communicating or influencing ourselves at a conscious level, we use logic and reason. However, logic isn’t always enough. The subconscious mind is more powerful and responds to images and emotions. People think in pictures. For example, if I ask you the color of your front door, you visualize it. Your body reacts as if it's real, even though it isn't.
When hiring an architect, clients make up pictures of what they think it will be like. They might imagine working with you and how it will feel, based on the pictures you help them create. Great influencers use this by speaking in emotional pictures and stories.
Using metaphors is a powerful way to create these pictures. For example, describing a face cream as "a facelift in a jar" quickly conveys its benefit. Similarly, when explaining what you do, using metaphors can make complex ideas easier to understand. For example, describing your role as an architect as being like a personal trainer for a sales team, where you help strengthen their mental muscles, can be very effective.
When communicating your value, think of metaphors or stories that convey your message quickly and emotionally. Here are some examples to get you started:
- "Our homes are like custom-tailored suits."
- "You always pay for design one way or another. We do it right upfront."
- "I'm the house whisperer."
- "Working in 3D design is like the difference between radio and TV."
- "Designing a home that makes you feel good is like writing a song."
These metaphors hook people's attention and make them want to know more. Spend some time brainstorming metaphors or stories that represent your value. This approach will help you communicate more effectively and make a lasting impression.
Now let's break into pairs and come up with some metaphors or stories. Share your ideas with your partner and then with the group. Feel free to borrow ideas from others. The goal is for everyone to leave with better ways to communicate their value.
Remember, thinking in pictures and emotions is key. Your subconscious mind is powerful, and by using metaphors and stories, you can tap into that power to influence others effectively. |
