The voice on the other end said, “Hi, Nick, this is John Hunter from Print Solution. I understand you’re a consulting and training company. I thought you might be interested in our printing services. We provide on demand printing services…”

I cut him off.

“John, I’m in the middle of a meeting. Thanks for calling. Tell me in 10 seconds what you do.”

He replied, “Print and deliver documents in any quantity, anywhere in the US, by 8:00 am the next day.”

Pause…

I had him on the speaker phone. My meeting-mate and I both raised our eye brows, as if to say, “Wow, that was good!”

“OK, John,” I said. “Well done. I’d like to learn more. Can you send me something to read?”

“Email on your desk in one minute,” he replied.

Later, I read the email. It’s short, to the point, and clear.

Nick,

Thanks for speaking with me today. We print high quality documents and deliver them anywhere in the U.S. by the next business morning. Our desktop solution will save you time and it’s easy to use. I’m looking forward to printing a sample document for you at your earliest convenience. Here’s a video tour of our state of the art facility. webaddress.com

Contact me anytime for a free test print.

Best Regards,
John Hunter
Print Solution
XXX-XXX-XXXX office
xxx-xxx-xxx mobile

Busy business owners or decision makers want to hear a sound bite and decide, in 10 or 15 seconds, whether they want to listen, refer us to a colleague, or shut us off. Our best shot is to focus on the results we generate, in 10 seconds.

If your firm’s solutions vary depending on your prospects’ or clients’ needs, or you offer a complicated or broad product line, you may have two or three or five “10 second” statements.

We have a great relationship with a local print provider and we use another company for the “last minute” jobs. I’ll consider replacing the “last minute” guys with John’s company. I “get” what they do and I’m willing to try them because they are so clear and to the point.