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"How To Gain Maximum Impact With Everyone You Meet... Anywhere.... Anytime!"
(And you can do it in Just 15 Seconds or Less!)"
From:
Scott Palangi
Thursday, December 2nd, 2004
8:45 a.m.
Dear friend and subscriber,
Normally, I NEVER start off a newsletter by bragging, but, this time, I can't resist.
Here's why:
Whether you know it or not, my deal is this: I sublet space from a kickboxing gym for my martial arts program called, "Scott Palangi's Karate".
And I acquired ALL of my students from just 3 sources:
1) Direct-Mail postcards, sales letters, and advertising
2) W.A.T.W.I.G's (Walking Around Town With Guest-passes)
And, of course,
lastly, there's everybody's favorite -- not to mention "accidental" and
"unpredictable" -- source of new students:
3) Referrals.
Well folks, today I'm going to brag about #2, the WATWIGS.
Here's the long and short of it:
As you go about your daily routine -- whether you're a martial arts instructor or not -- you probably either meet, greet, or "bump into" potential students or people who could benefit from what you do, right? Of course.
Well, if you're like me, I'll bet that when people ask you the famous "Whattyado" question, you probably respond by saying, "I'm a martial arts teacher". Then, perhaps if you're least bit "business conscious", you might even be so bold as to invite your newfound acquaintance to try a FREE class or whatever.
And there's nothing wrong with that.
The thing is this: Your best chance of introducing someone to the martial arts is when you first meet them. And, when the "whattayado" question comes up, you will rarely -- if ever -- be remembered in a way that would make someone take action later on down the road if you merely say, "I'm a karate teacher".
Boring, boring, boring!
You see, the phrase, "I'm a martial arts instructor" is boring is because the words "martial arts instructor" carry ZERO impact! There's no "mental image picture". There's no "story". No memory. And, no impact either.
Hey, there's lots of "martial arts instructors" out there! And, if you're reading this message, I'll bet that you're better than most. But, how do you SHOW them that you are superior? How do you position yourself to "STAND OUT" from the crowd?
(And.... more importantly... how do you do it "tastefully" so that you don't look like a "sales person", a jackass, or both?)
Well, get closer because I'm about to show you:
I call this the ole, "You know how...? Well, what I do is..." opening.
Now, listen.. I did NOT invent this ingenious little "opening". I'm not THAT smart.
However, it DID cost me thousands of dollars to learn this little gem because I picked it up while attending a high-priced public speaking seminar. Since then, I've coined it as "Mingling Magic: The Secrets to Maximum Impact" (And it works like, well, magic!)
But wait.... the reason I'm writing about it today is this:
I just signed up the second person (in less than a month, mind you) as a direct result from "mingling magic". One family I met at Dunkin Donuts. The other, the dry cleaners.
Here's how it happened:
Who the hell is ___ and why should I listen to him?
After some small talk and the "whattyado" question is popped, instead of saying, "I own Scott Palangi's Karate", I say,
"You know how: children sometimes get picked-on at school... or how they struggle with feeling confident enough to raise their hand in class... or maybe even a little awkward or apprehensive about sports due to lack of 'natural talent'?....
[Then pause for emphasis -- to elicit a mental (or actual) nod of agreement -- and continue with:]
"Well, what I do is: I show parents and their kids specifically HOW to deal with those inevitabilities AND I also empower them with the strategies that STOP it from happening again
For years, as I've "walked around town" and whenever I've bumped into "locals" and been asked "whattyado?" I've always told people the truth:
"I'm a karate teacher."
Sometimes, I'd be at a gas station -- wearing my dobok or martial arts attire -- or the bank, the diner -- whatever.
Point being: Stop telling people WHAT you do... And instead, start sharing what you make HAPPEN (so that, in turn, they are dying to find out "what you do".
Do it.
Scott Palangi
