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‘Sound Bite’ Mistakes I Don’t Want You To Make
Everyone knows that a great ‘Sound Bite' can attract the clients you want like a magnet. Your ‘Sound Bite', that seven-to-nine word distillation of the value you offer to a specific market, is probably your single best marketing tool. And yet, many people choose to ignore all the rules about what makes a ‘Sound Bite' great, and then they wonder why their ‘Sound Bites' aren't attracting the right clients (or any clients at all!).
 
Even worse than that, a so-so (or a just plain bad) ‘Sound Bite' can actually work against you, by repelling those very people you hope to attract.
 
What to do? By all means, avoid the mistakes people make when crafting their ‘Sound Bites':
 
Not articulating the value or deliverable of your service. If you mention your process rather than your results, you've lost whatever resonance you may have begun. Remember, your ‘Sound Bite' is about what your client gets, not what you do.  
Not identifying your ideal client. By not being specific about whom you help, you miss the opportunity for your prospects to self-identify by thinking "hey, that's me!" or to come up with a prospect for you by thinking "that's not me, but it sure sounds like ... more

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