by Ivan Misner and Vince Vigneri
How to use Memory Hooks to Stand Out in a Crowd
I’m often at networking events
where I have to stand up and “briefly” introduce myself to many people all at
once. Do you have any suggestions on how
I can improve my introductions?
Answer:
Memory Hooks are excellent tools
to use when you are introducing yourself to many people at networking
events. A Memory Hook is something in
your introduction that so vividly describes what you do, that people will be able
to visualize it clearly in their mind’s eye.
This visualization of your product or service makes it easier for them
to refer you whenever they meet someone who needs your service.
For example, many years ago I met
a telephone equipment sales rep at a networking meeting. When his turn came to give his sixty-second
commercial, he painted a vivid picture in everyone’s mind about the type of
company that needed his product: He
said, “The next time you’re in someone’s office, look at their telephone system. If they have a phone system with fat wires,
they need me.”
He explained that old phone
systems use thick wires while new, more advanced systems use thin wires. Consequently, anyone with fat wires has an
old, inefficient phone system, and he could offer that person a more
cost-effective alternative. To this day,
every time I go into someone’s office I look under the secretary’s desk to see
if the phone system has fat wires! (I’ve
had more than one secretary say to me, “Dr. Misner, is there something I can
help you with? Is there something you’re
looking for under my desk?” How do you
explain to a secretary that you’re just looking for fat wires under her desk?) It’s been over ten years, yet I still
remember that Memory Hook as though it were yesterday. The result is that this salesman, in effect,
has many “salespeople” like me out in the business community looking for
businesses that need his service.
A good Memory Hook doesn’t have
to be funny, but it helps. A skin care
consultant once rose at a meeting I was attending and said, “If you have a
face, you could use my products. If you
know someone who has a face, they could use my products.” A lot of people remembered her because of her
humor in describing her target market.
She went on to explain to everyone that her products were not just for
women, but for men, women and children – anyone with a face.
At a different meeting, a rotund fellow who owned a
popular Italian restaurant stood up.
While holding his belly out for all to view he exclaimed, “As you can
see, I’m a walking billboard for our pasta!”
He proceeded to describe in mouth-watering detail how his restaurant
used only the finest cheeses, handmade pasta, and a wonderful slow-cooked sauce
made from the freshest ingredients. By
the time he was finished, all the people in the room were ready to finish their
networking in his restaurant.
One gentleman stunned his
networking group by saying, “Did you ever want to shoot a relative? Call me, I’m a photographer!”
Here are some other notable
Memory Hooks I’ve had the privilege of being hooked with over the years:
- Chiropractor:
“You’ll feel fine when your spine’s in line.” Or, “We’re always glad to see you’re
back.”
- Dentist: “We
cater to cowards.” Or, “My filling
station is downtown, where I put the bite on decay.”
- Electrical contractor: “For your commercial and residential
electrical needs…give us a call and we’ll check out your shorts.”
- Hairdresser:
“If your hair is not becoming to you, then you should be coming to
me.”
- Lawyer:
“Before you turn to dust, see me for your will or trust.”
- Maternity-shop owner:
“We carry everything for you but the baby.”
- Plumber:
“Remember, a flush is always better than a full house.”
- Realtor: “I
help people find a home –not a house, but a home. Not a place where you live, but a place
where you love to live.”
- Therapist: “I
have the owner’s manual for your mind.”
- Water filter representative: “Either buy a filter or be a filter.”
I’ve always believed that Memory
Hooks like these were money in the bank.
One day, before starting a workshop I was giving in Glendale , California ,
for about sixty business people, I watched as a young dentist stood up and gave
his brief introduction to the assembled group:
“I’m a dentist. I believe in the
tooth, the whole tooth, and nothing but the tooth, so help me God.” After everyone finished laughing, he gave his
name and phone number and sat down. I
thought this was the perfect opportunity to test my theory regarding people
remembering Memory Hook presentations better than other presentations. So later in the morning, when I was talking
to the group about the importance of well-though-out presentations, I asked for
them all to stand. When they were all
standing, I asked them, on the count of three, to point to the person who
believed in “the tooth, the whole tooth, and nothing but the tooth, so help me
God.” Not much to my surprise, all sixty
people pointed to the dentist, without hesitation!
If you take the time to develop
good introductions at group events, people will take notice. If you don’t, you are losing a great
opportunity to someone else who will.