ChChaapter pter ChChaapter pter 55 55 speechspeech is a perfectis a perfect exam eplexam ofple ho ofw hodeepw d ceeponvictio conviction aronund aro aund set a o sf et of beliefs beliefs can quickly gcan quickly galvanizealva a manize a massive sasudiveie ancudeie. nce. So howSo howcan yo canur yobuusrin buesssi nharessn eharss ntheess po thew erpo ofw erva lofue vsa anlueds b aneliefd bselief to s to engaengge yourage yourtarget target custo cmuser?tom Sier?mpl Seim. Lpleaed. Lweaithd wwhithat wh youat b yoelievu beeliev. Firset., First, thinkthi abnoku at bwhatout what your yoorguran orgizaantioizna believetion believes thast dthiffereat differentiatensti aitte fros itm from your yourcom petitioncompetition. Next. ,N cerxtaft, car asftta tea mstaenttem (orent s erie(or ss erieof sst aofte mstaetentms)e yontu s) you can use canac use rossac yoroussr yo saleurs and sales and mark maetinrkg efforteting efforts. Fors e. xamFor eplexam: ple: “We believe“We believe you sho youu shold bue ladb blee toab rleun to yo runur yobuusirn buesssi fronessm froyoumr yophonur phone.” e.” “We believe“We believe that tra thadtitio trandalitio perfornal performancme areviewnce reviews are ols adre a noldd o auntdda oteutdda.” ted.” “We b“Welieve the believe that eating heat eating healthy, aorglthya, niorgc fooanic d fooshodu sldhon’ut lcdons’tt mcoorste m.” ore.” Here Hereare threeare three tips totips maki to nmakig bneliefg b eliefstate mstaetentsm ewnorkts w forork yo forur your businebusiness: ss: • Point to a specific, well-understood challenge.• Point to a specific, well-understood challenge. Don’t force Don’t force your customers to make huge mental leaps in their own belief your customers to make huge mental leaps in their own belief systems. Simple, yet polarizing, and customer-centric messages systems. Simple, yet polarizing, and customer-centric messages are great places to start.are great places to start. • Don’t refer to your products or services directly.• Don’t refer to your products or services directly. Nothing kills Nothing kills the mood of a lofty, altruistic belief statement faster than mixing the mood of a lofty, altruistic belief statement faster than mixing it with a blatant pitch. For example: “We believe our Acme Co. it with a blatant pitch. For example: “We believe our Acme Co. mobile app is the best way to run your business from your mobile app is the best way to run your business from your phone.” Keep it all about the audience and their opportunities.phone.” Keep it all about the audience and their opportunities. • Ask yourself whether your target audience would be smiling • Ask yourself whether your target audience would be smiling and nodding.and nodding. If you want a quick litmus test to determine If you want a quick litmus test to determine whether or not you’re on the right track, ask yourself if a typical whether or not you’re on the right track, ask yourself if a typical member of your target audience would immediately smile and member of your target audience would immediately smile and nod when he or she hears your belief statement. If the answer nod when he or she hears your belief statement. If the answer is no, you have more work to do.is no, you have more work to do. DisruptiDisrupting yourng yourcusto cumserto’sm inererti’s ian ertianda mandovi mngovi hinmg orhi mher or to her ac tot i nac a t in a worldworld full of full dis oftrac ditiostrnsactio andns fl aasndhy fl asmhyessa mgeesssa canges b cane to buegh to. uBught w. Buhetn w in hen in doubdout, leadingbt, leading with withwhat w yohaut byoelieveu believe is one is ofone the of mo thest mo poswt erfpouwl erfwauyls ways to buildto b masuilds masive asmiveo unamts oof funtass of ft anasd tlo annd g-lloasntig-lngas atiffingn aityffi. nity. 6464 6464