A Lesson from Jordan Spieth: How to make your tagline “Straight Cash, Homie”

In a recent interview, Jordan Spieth was asked the manner in which he received the $10 million payment for winning the FedEx Cup in 2015. The 23 year old smiled and quickly responded, “Straight Cash, Homie”.

Personally, I thought the two second comeback was not only funny, but surprisingly authentic. Jordan’s choice to ditch the robotic nature of answering media questions is refreshing. For that reason, it has stuck in my mind.

How can you and your company stick in someone’s mind?

Today, staying top of mind is as challenging as ever. When a prospect gives you a short window (15 seconds or less), how do you not only capture their attention, but make it memorable? Especially if you’re selling the same stuff as the “guy down the street”?

• How do you relate?
• How do you get their head nodding in agreement?
• How do you communicate a value they desire?

You’re probably thinking “you're describing what sounds like an elevator speech” and you’d be mostly correct. The only difference is I’d like you to make this "speech" shorter and more conversational. Why? 30 seconds is too damn long to read a script when the person’s smartphone is “dinging” with messages, emails, and a Fantasy Football trade offer and countless other notifications and distractions.

Your elevator speech is not for the elevator, it’s for the person…let’s make it a conversation as much as possible in order to strive towards “memorable”. If the person wanted a recording, they would have listened to an podcast instead of asking you a question.

Here are three different examples that have worked well for me...each focuses on a different emotional connection:

Relate: “I’ve been in your shoes, my friend”

Passion: “Your challenges are real and keep me awake at night, too…I’m doubling down on strategies to make your life easier”

Result: “Let’s increase profitability while decreasing stress…you in?”

Only do I talk about actual products and services AFTER I’ve articulated a common ground, the reason why, and what it means for the customer base.

Why? Because no one really cares what you do, they care more about what it means for them.

Here’s a traditional sample:

“We sell premium widgets to manufacturing companies. We’ve been in business for 50 years and are the best in the business.”

Very common. Very traditional. Very boring.

The recipient of this stock information will most likely be thinking the following…

• "Forgive me if I fall asleep standing up."
• "This hotel is only 3 stories tall and I can’t get out of this elevator fast enough."
• "If I can’t sleep, I’ll give you a call."
• "Of course you’re “the best”, what else would you say working for the company?"

We can do much better than that.

“Keeping manufacturing jobs in the United States is a big problem (get them nodding their head) and what drives our company is to combat that issue. Our mission is to “see the unseen” and uncover growth opportunities and cost savings areas for our clients. Over the last 50 years, we’ve helped 100’s of US manufacturing companies become more efficient.”

“Ah yes, that must be an uphill climb” - Inquirer

“Absolutely, but “Old Man Joe’s” passion for this country bleeds through our organization. Sure, we sell widgets, services, etc, but our customers see that as our secondary offering.”

In relationship selling, the “connective tissue” you create with your customers is paramount. Focus on the emotional side of your offering and the chances of you creating meaningful dialogue will dramatically increase.

If you’re not in the running to win the FedEx Cup this year, send us your tagline and we’d be happy to give you a few ideas to stay “top of mind”.