Two-Second Statement

"I turn consultants into authors."

This is the two-second statement that Sallie Goetsch sent in this week. Curious to see more about her work (see how it was a good teaser?), I went to her website. There, emblazoned across her banner, were two neologisms that tickled my fancy: Author-izer and Collabowriter. I couldn't help but be reminded of Karen Post's article Kool Wordz on creating words to define your brand. Well, Karen, here is an excellent example of that concept!

"Author-izer" brings to my mind someone waving a wand (or running a program) and turning someone into an author, much like you'd run a car through a carwash. Simple. Easy. Magical. In short, a great message to send to prospects who have something to say but no time or energy to say it!

The second reason this is an excellent two-second statement is because is avoids the term "ghostwriter," which would tend to stop a conversation dead in its tracks. Not because ghostwriting is a bad thing, but because people think they know what it is. So no curiosity aroused, no teasing.

The third reason I love this two-second statement is because Sally can easily customize it depending on who she's talking to. For example, she can say, "I turn football coaches into authors,"  or "I turn engineering geeks into authors," or "I turn busy internet consultants into authors." Ba da BING! Wouldn't that make your ears perk up if you always thought you had a book (or newsletter, ezine, host of articles, etc.) in you but never managed to write them?

Keep those two-second statements a-comin', folks. The more examples we have, the easier it will be for others to create their own personalized statement!