30 seconds. That's all the time you have to make a first impression whether in person, on the telephone, in print or on the web. Sometimes it's just 10 seconds. Either way, you must always be "on," projecting yourself in as favorable a way as possible, if you want to build your client base.

To increase your odds of making a good first impression that convinces people they'd want to do business with you, use the following two-step model to develop an introduction that will knock their socks off.

Step One: Master the art of describing your business in 10 seconds or less using a dozen words or less. The goal is to create focus and to arouse curiosity. Think of your statement as your personal calling card that can be pulled out when you interact with new contacts. My statement: "I help small business owners blast their business to the next level of success." 99% of the time it gets the response I want: Really? Tell me more.

Step Two: Once youve engaged a person's interest, describe your business in more detail, using a conversational style. Use words that inspire, and be sure to address the benefits of your service, your competitive advantage and the results your clients achieve from working with you. This is not a sales pitch but an honest communication of how your product or service can help your prospect. For instance, my 30-second intro is a variation of this:

"As a business owner, you know your stuff. You are good at what you do, but you may not be good at getting customers. And a business without customers won't put a single dollar in your bank account - even if you have years of experience, specialized training and a list of diplomas and certificates to your name.

"Well, my partner and I teach small business owners how to create an unmistakable brand identity and marketing plan that pulls customers in like a magnet. We help them experience more success and higher profits. Would you like to know more?"

To increase your odds of making a positive first impression:

1. Make eye contact at least half to two-thirds of the time, and pay attention to your body language. Lean toward others when they speak.

2. Smile and use the other person's name once or twice in the conversation.

3. Speak with enthusiasm and passion about your business or career.

4. Write a clear, concise statement so prospects respond with "Wow! You do that? I want to work with you!"

5. Practice your 30-second introduction til your words are spoken as easily and naturally as when you say your name and introduce yourself. Fine tune your introduction, and get feedback from those you trust.

6. Make your 30-second intro the foundation of all of your marketing and sales materials. Shorten it to a tag line that goes out with the signature line of every email and letter. Include it in proposals. Leverage your 30-second intro to build your business.

Need help creating your 30-second marketing message? Visit http://www.boostyourbottomline.com for answers to your questions, solutions to your problems.

2006 Boost Your Bottom Line