How to create a sound bite which helps you easily win business

In today’s blog post we are going to dig into Chapter 3 of the Go-To Expert, and explore in more depth the concept of a sound bite. On the surface of it, having a sound bite doesn’t sound that important for any professional. However, as you read through this blog post you will discover why it is core to what you do, how you do it, and your ease at winning business.

What is a sound bite?

A sound bite is a short sentence which communicates who you help and the results you help them achieve. For example, my soundbite is:

I help professionals become the Go-To Expert

Here are other soundbites from people in the professions:

I help independent retailers to maximise their profits by paying the least amount of tax

I help technology companies protect their business’s assets and gain an advantage over their competitors

Why do you need a sound bite?

There are several reasons why you need a sound bite. It is effectively a one sentence statement of your personal brand. When you know who you are and what you are about, you can use this sound bite to help you take decisions on whether you will take on this piece of work. For example, one of my clients was having trouble reconciling the two different parts of his business. We took a step back and identified a sound bite which felt right for him, but also brought both pieces of his disparate businesses together.

When you are meeting someone online or in the flesh you only have a few seconds to make a good first impression. (I know, you have heard this all before…) But, its important, so I will hammer home the point. The business development benefits of having a good sound bite are as follows:

  • it prompts a deeper conversation on the ‘how you achieve results for your clients’
  • it makes you memorable
  • it proactively creates a ‘suffix’ or ‘tagline for you’
  • it differentiates you from the other accountants, lawyers or consultants in the room
  • it forms part of your 60 second networkers pitch

How to create your sound bite

There are two key parts to your sound bite. The first part is identifying your niche or specialism. To help you do this download now our free guide to choosing and capitalising on your niche. (Or you could buy a copy of The Go-To Expert and work through chapter one to help you identify your niche.)

Once you know your niche, you need to do the second part, which is to identify the value you bring to them. It may help to answer two questions:

The Pain Points they face are….

The solutions I help them achieve are….

The Pain Points are the deep-seated, normally emotional, reasons why someone will buy your service. Of course, this is difficult to articulate when you sell a compliance lead service such as year end accounts or audit. This is why doing some research with your target market is essential to identifying your target audience’s Pain Points. For example, one of my audit clients when he did this research found out that one of his audience’s key Pain Points was loneliness! When you know their Pain Points, you can build in features to your service which help differentiate you from your competition down the road.

When you have answered these two questions, you want to combine the answers into a statement with this format:

I help xxxx to do/achieve/make/save xxxx

How does knowing and using your sound bite make business development much easier?

There are many reasons why business development becomes much easier when you start to use your sound bite. For example,

  • it forms a key part of your introduction, whether in an online bio or in person
  • it differentiates you from your competition
  • it prompts a deeper conversation about what you do and how you do it
  • it helps you decide on which opportunities to pursue and which ones to give to someone else
  • it focuses the rest of your marketing plan and associated activities

Grow your client portfolio by following the advice in our book, 'The Go-To Expert'

"The Go-To-Expert is an inspirational guide for accountants, lawyers and consultants who wish to develop their niche specialism. Packed with great ideas and insights, it enables you, the reader, to undertake the journey through a series of exercises, each building on the next, to create your proposition and tactical marketing plan for your target clients."

Phil Mullis, Partner, Wilkins Kennedy LLP

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"Regardless of how much help your firm gives you, this is an essential read. There is no silver bullet when it comes to making partner, but this will do a damn good job of helping you get there if you act on the advice it contains. I really wish this book had been around when I was making the journey."

Phil Mullis, Partner, Wilkins Kennedy LLP

"This book is an invaluable aid to anyone considering the transition from associate to partner and employee to employer. Practical, thought-provoking and well-presented, the books allows you to dive in at any point, meaning that it is not just useful now, but will be for years to come."
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Author Credit:

Written by Heather Townsend, who helps professionals become the The Go-To Expert. 

Heather is the author of the  award winning and best-selling book on business networking, the FT Guide To Business Networking, co-author of How to make partner and still have a life, The Go-To Expert and Poised for Partnership. Connect with Heather on LinkedIn and Twitter,

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