What’s your super power?
Seth Godin, master blogger and business writer, says you need to be able to quickly tell someone what you do when you meet them. He makes the comparison to an unfamiliar superhero being introduced in a comic book.
Tearing your shirt open, however, is not recommended. (Image by Piotr Bizior - www.bizior.com)
The example he uses is The Wasp saying she can shrink, fly like an insect and shoot fire energy blasts. He then explains his theory:
Some fancy marketers might call this a positioning statement or a unique selling proposition. Of course, it’s not that. It’s just her super power.
When you meet someone, you need to have a super power. If you don’t, you’re just another handshake. Don’t say, “Hi, I’m Don, I’m from Cleveland.” Instead, try, “Hi, I’m Don, I tell stories that spread.” It’s not about touting yourself or coming on too strong. It’s about making the introduction meaningful. If I don’t know your superpower, then I don’t know how you can help me (or I can help you).
This isn’t new advice, of course. Usually you hear it described as developing a personal brand (although how you introduce yourself is only a fraction of your brand, but that’s another topic) or having an elevator pitch (borrowed from business networking). But Seth’s brilliance is breaking it down to a level we can all understand.
Unless you are a marketing wonk, your eyes probably glaze over when the branding talk starts. And unless you have sales experience, you probably haven’t ever developed a true elevator pitch. But, even if you have never read a comic, you’ve surely seen a comic book-based movie (or any movie, really), and you’ve seen characters introduced hundreds of times.
When you are networking or applying for jobs, you are playing yourself in your own personal movie. Make the introduction memorable, so the audience can make the connection later in the story.
Up to this point, my introduction has been, “I’m Tony, and I’m a copywriter” (or, “I’m Tony, and I’m a web developer,” depending on who I am talking to). But going forward, I think I need to come up with something more compelling.
So, what’s your super power?
Great post. I was at a Virginia Career Network event this week and we practiced our elevator pitch. The keys are “what I do” and “what I want.”
I’m Dan and I help companies increase their brand awareness and sales through the marketing discipline of public relations. I want to work for an organization that can benefit from my experience.
Way too long! Short and sweet baby.
Try this:
I’m Dan and I help companies increase sales through marketing discipline.