I had the chance to review So What? How to Communicate What Really Matters to Your Audience by Mark Magnacca. I’ve been chewing on it for a few weeks, because it gave me a lot to think about.
The key concept is that most people give presentations or pitches based on their own interests, not the audience. Guilty! I think we all are. So it got me thinking more about answering that age-old question, “what’s in it for me?”
Here’s Mark talking about how to improve your elevator speech.
Mark gives some great advice in actionable steps. One part I particularly liked was the So What Positioning Generator.
Step 1: Determine the issues your clients and prospects face.
Step 2: What are the 3 things you do to address these concerns?
Step 3: Choose the most relevant of these 3 concerns and then the best answer from Step 2 that addresses it.
It’s an interesting exercise. So I’ve been thinking about how I can apply Mark’s techniques to my business.
If you’re looking for a way to close more deals and being indispensable to your existing clients, I recommend you read So What?.
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Susan Payton is the Marketing Eggspert, and owner of 
I liked the way you combined the value of video & book. Among all these promotional things, it was your own individual style that got me thinking about video & book. It’s kinda really small but just enough to heighten curiosity.
@chris thanks for the comment! I just added the video that Mark put out!
Susan