Article: What Is Your “11″?
By Darren LaCroix, 2001 World Champion of Public Speaking
Zip… “Auuurgh! Not now, I’m traveling! I don’t have time for this!” I screamed to myself. I was in Orlando teaching our Get Paid to Speak Champ Camp when the zipper on my luggage broke.
As soon as the Boot Camp was over, I took a cab to the department store near my hotel. I went straight to the luggage department in search of a replacement. The choices in luggage were numerous! At a glance, they all seemed the same, and the only thing differentiating them was price.
Now, I knew I did not want a cheap one. With my travel schedule, a cheapo would not last long. I don’t mind paying a little more for better quality. But other than comparing them by price, how could I measure the difference? What would make one bag stand out from the others? I needed to find the bag that had an “11.”
What is an 11? On a scale of 1 - 10, an 11 is something that has not been done before; it’s something new, different. In my Championship speech, my “message” was one of the oldest of all: Be willing to fail. What made it mine was my story; what made it stand out from the pack was my “fall on my face,” and then staying down. It was a risk, but it was memorable. And it was my “11.”
What makes you stand out? What makes your message memorable? Why will a speaking judge or meeting planner remember your presentation and pick you? The answers all start with the question: “What is your 11?”
When I put together a new program, or when I am writing a newsletter, I’m always looking to create “memorable” concepts or words. I just finished writing the newsletter for our Coaching Program Champion’s Edge. (Champion’s Edge). In it I talk about creating a new monthly CD that members will get. I coined the term “EDGE-ucational CD.”
For our new “intra-net,” where members will communicate with fellow members around the world, I needed something to make ours memorable and different. So, we called it EdgeNET. We are so bombarded by advertising messages that it is becoming more and more difficult to stand out.
How will you stand out? Here is a very simple starting point. It starts with asking a question. Before polishing a new presentation you ask yourself, “What is my 11?”
And now, back my department store dilemma. Which bag should I choose? There were four in the $300 - $400 range. Any one would do. But, something stood out on one of the bags. It was a digital scale! A scale? Yes, a scale! Cool. The luggage actually had a digital scale to weigh the contents. You turn it on, lift the luggage, and in just 30 seconds the scale tells you how much it weighs. For a frequent traveler, this is huge! Many times I get to the airport and have to pay the $25 over 50lbs. charge. That can add up, as well as increase my stress at the counter while a line of angry people behind me watch me shuffle clothes from one piece of luggage to another.
Sales Lesson: I did not buy the “scale;” I bought less stress and saved money when I travel.
Secondary Lesson: On my first trip with my new luggage, the zipper broke. I brought it back, and was a little disappointed. While the “11″ that sold me (the scale) was a key element, it was not the most important one. When speaking, please keep in mind you can’t fill the audience’s appetite with just an “11″ moment. You still need the substance; the main reason they are listening.
Ask yourself: Do your zippers work?
So, what is your 11?
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Want to see a video of the luggage that Darren was talking about? Click link below to find out! What’s Your 11?
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