We’ve all been to them — those networking events where everybody stands up and introduces themselves. But how can you make sure more people remember you? The secret’s in a spot in their brains called “Broca’s Area.”
A couple of years ago, I was at a networking mixer that let everyone stand and introduce themselves to the group. Everybody had 45 seconds max to make an impression.
One problem: the organizers forgot to bring the sound system. (Oops.) So everyone had to struggle to even be heard, much less remembered.
In the midst of everyone doing the standard intro (“Hi, my name is Chris Green, and I’m with Proactive Solutions, and we specialize in …”), one guy took a whole different route: he cited a string of relevant (and pretty compelling) statistics about the benefits of what he offered. He didn’t even say his name until the very end.
Our response? A rousing round of applause!
Now, it didn’t hurt that, under the microphone-less circumstances, his booming theatrical voice carried the hall better than everybody else’s. But it was his approach that got — and kept — attention.
Whether he realized it or not, this gentleman was exploiting a part of the left frontal lobe of our brains called Broca’s Area, which controls speech processing.
This part of the brain will actually “go to sleep” when it encounters familiar speech patterns (like “Hi, my name is …”). This isn’t something we can necessarily control consciously — it’s a hardwired behavior meant to ration our attention effectively.
This guy’s more memorable intro, however, broke the usual pattern, ensuring we all stayed attentive throughout his presentation.
Want to use this technique to boost top-of-mind awareness of your product or service? Here are some tips for starting a memorable intro:
Ask a provocative question. Questions engage listeners (they can’t help but answer, even silently) and offer you an opportunity to insert some important information about your product or service. For instance, if you’re offering HR consulting that reduces employee turnover, invite people to guess how much each replacement hire is costing them in unemployment insurance, training costs, and reduced productivity. That’ll get them thinking about how you’ll benefit them.
Cite a compelling statistic. The more surprising the statistic, the better. Go for a little shock value — show them how much money they’re spending, how much time they’re wasting, how much business they’re losing. Wake ’em up to a problem they didn’t really know existed (not coincidentally, a problem you solve).
Tell a customer success story. Everybody loves a story — especially one with a happy ending. Who doesn’t want to hear about someone coming out on top? Be sure to make both yourself and your customer look good (and get their approval first, too).
Wake up your fellow networkers’ brains to stay top of mind long after the networking event is over!
Deborah Savadra, a.k.a. “That Blogger Broad,” is a freelance marketing writer and blogger. For more information on her services, go to http://www.savadra.net and http://www.thatbloggerbroad.com, or email her at deborah_at_savadra.net.
WHOA! I must say that this reeeeeeally floored me! I honestly was expecting to read another “this is how you network, blah blah blah” blog that in essence is a spew of facts most of us can find via a simple google search. But you actually woke me up! Blogs like this inspire folks to action, wake our minds to new concepts most of us aren’t aware of.
thanks so much, I’m actually going to write my “Introduction” and keep it handy and give it a try at my networking event.
Great post.
(disclaimer–> this may be a concept many folks are aware of except me so I stress that this was an awakening for ME)
This is great! I recently attended a national conference by NAWBO / AWBC and had the pleasure of sitting through a presentation by Sam Horn, http://www.samhornpop.com, author of POP, Create the Perfect Pitch, Title, and Tagline for Anything,’ and she said as you… instead of the same boring, ’my name is blah, blah and I do blah, blah,’ ask a thought provoking question that arouse the attention OR give an industry statistic OR give a benefit of what you do.
The key, according to Ms. Horn, is to make it Purposeful –Original – Pithy or POP!
Again, another great thought provoking article, Michelle.
Thank you…. Sylvia
@Katrina, you are right… this article makes you examine your current pitch and think of ways to fine tune it.
@YourSimpleBookkeeper – Judging from the number of people still using the usual intro, maybe not as many people are clued in as you think! 😉 Glad you enjoyed the post.
That Blogger Broad a.k.a. Deborah Savadra
You know I attended a networking event a couple weeks ago and I had to introduce myself.
Well I wasn’t “thinking” about this blog at all.
But when I stood up to speak I instantly had my “AHa” moment and remembered this blog and quickly started my intro with a client story/testimonial of me helping a client during a difficult financial situation that could have cost her her business and ended with “…I’m Katrina Harrell Ceo of YourSimple Bookkeeper, we help YOUR business STAY in Business”
Do you know I walked out of there with 6 referrals and was asked to take over the main organizers group finances in 2011? LOL
Ok heres another one. So I was like #4 in line of intros, everyone’s intro was you right the same. After I did mine (I was nervous b/c I didn’t rehearse it so it was a bit rough yet still effective) why did EVERYONE do the same type of intro as I? LOL I don’t know if it was just me but I did notice folks stepped their game up.
Again AWESOME POST. 😀
@Katrina — I’m glad you had your “aha!” moment and a chance to see how easy and powerful this technique is. You obviously think pretty quickly on your feet! Again, glad this blog post helped you so much.
Very interesting post, fellow 3T’er! I never heard of Broca’s area. I’ll make sure to remember this the next time i have to address a meeting.
thank you very much!
Re: Broca’s Area – Hat tip to Daniel Goleman’s book Emotional Intelligence.