The true advantage of Dropped Jaw Syndrome comes from changing your role for a moment, from selling and telling to assessing what customers want, even when they can’t say it in words. Demand that you live up to their desires. Because if you’re not dropping jaws, you’re in danger of falling behind competition. Worse, you’re probably overlooking your company’s uniqueness.

Diagnosing Your Pitch

In searching for dropped-jaw reactions, some companies have made unbelievable claims central to their promotions. We’ve all seen TV commercials where "Crazy Joe" says he’s so insane he’s practically giving away furniture in his store.

Better are claims that are striking and stand out from competition, but don’t over-promise. Consider "Have it your way" (Burger King) or "It takes a licking and keeps on ticking" (Timex). In establishing your own unique proposition, dropped jaw test is quick and reliable.

Customers, whether they know it or not, are very good at distinguishing between businesses they trust and those they don’t. Let them tell you how you’re doing.

Building Customer Confidence

I discovered Dropped Jaw Syndrome years ago. It started with my claim that I can assess health of a business by looking only at its business card. And when I would point out subtle messages on their cards, most of them unintended, people’s jaws would drop.

The value of dropped jaw test is perspective it imparts. By listening to customer or putting yourself in her shoes, you’re more likely to notice "small potatoes" signals you’re sending. Such telltale signs aren’t based on business size or age. But once you recognize them they can be easily repaired.

As you play doctor, it’s your job to notice what hurts customer and cure it. When you find ways to make your customers jaws drop, you’ll take their pain away. And that will make your business a healthy one. ©2003 Lynella Grant

4. Develop background information specific to reporter's needs. Don't hand reporter a brochure and an annual report, then expect reporter to dig out facts. The reporter is a generalist. He has neither time nor training. Identify pertinent facts and reduce them to a one-page fact sheet or a two-page backgrounder. Keep it simple. The reporter has no time for complexity.

5. Recommend a list of third party experts. The reporter will need someone outside your company to give a third-party analysis of situation. Why leave this to chance? Prepare a list of at least three third-party experts for reporter to call. Include phone numbers and email addresses. If possible, include a brief bio on each expert. Just make certain that each of these experts agrees with your position, at least in general. Don't hand over an expert who will lambast you.

6. Understand medium. Print is different from broadcast. TV is different from radio, and newspapers are different from magazines. And Web? That's something else entirely. The reporters working in these media are all journalists, but their needs vary wildly. A PR Rainmaker takes time to study those differences and to fulfill those needs.

7. Move quickly. Journalists don't have time to wait for you to clear your schedule. When media call, respond immediately. Make it a priority to satisfy reporter's needs. Remember, a PR Rainmaker considers reporter to be a customer. Do what you must to help reporter tell story you want told.

Copyright 2003 by W.O. Cawley Jr.