When you’re out networking, attending a seminar or otherwise meeting new people and are asked, “What do you do?” how do you respond?
Do you label yourself? (i.e. “I am an Interior Designer”, “…Financial Planner” or “…Virtual Assistant”.)
What happens next? The person you’re speaking to may say “Oh, that’s interesting” or change the subject and go on talking about something else. Worse yet, you could get that “deer in headlights” look because they can’t relate to what you’ve just said.
The truth is, associating yourself with a particular profession doesn’t mean much because the person you’re speaking to may have no idea what you’re really talking about. And even if they do, you likely have a unique skill or specialty that sets you apart from others in your industry. For example, how many different types of lawyers are there? You could meet three attorneys at one event who all have different specialties, expertise and knowledge. So if each one says, “I’m a Lawyer” this hardly showcases the value they provide to their clients.
Instead of labeling yourself with a particular title or profession, it’s better to focus on the benefits and the results you create for the clients you work with. You could say something like:
- “I help stressed out moms eliminate the clutter in their homes.”
- “I help women business owners to create financial freedom.”
- “I help busy entrepreneurs create more money in their business”. (That’s what I say!)
By having a descriptive sentence like this, you’ve accomplished 3 things:
- You’ve identified your target market (i.e. stressed out moms)
- You’ve described what you do and show that you solve a problem: eliminate the clutter in their homes
- You’ve made your work relatable and opened the door for more questions about what you do. The other person will likely ask you additional questions which will allow you to showcase your expertise.
It will take some time and practice to get used to describing your services in this way, but doing so is well worth the effort. Many solopreneurs struggle to talk about themselves, but can easily talk about their clients. So when you implement this formula, you’ll likely find that it will become easier to talk about your business. This is because you are approaching the conversation from a place of service. Instead of focusing on yourself and trying to recite the “perfect” elevator speech, you’re simply talking about how you help people, how they’ve benefited from your expertise and how their lives are different as a result of your work.
In addition, you’ll make what you do much more relatable. Perhaps you’re an Acupuncturist or a Virtual Assistant or in some other profession that many folks still don’t understand. Talking about the benefits and results your clients enjoy when working with you gives the person you’re talking to a point of reference. If you say, “I help pregnant women enjoy a more comfortable pregnancy”, that’s something everyone can relate to. We’ve all known someone who’s been pregnant at one time or another and can understand the challenges that are associated with a pregnancy. You may find that the person you’re speaking to says, “Wow, that’s awesome! My sister is pregnant right now and she’s really uncomfortable. I would love to help her get some relief and have a chance to feel good for a change. How quickly can you help her?” With one sentence you could very well open the door to a pre-qualified referral and a new client for your business. More importantly you create more opportunities to serve others and make a difference in their lives.
So from this day forward, work hard to not label yourself as a __Blank___. When you describe what you do for a living, make sure it’s descriptive, it’s focused on results and it’s easy to say. Talk about the problems you solve and the pain you eliminate in a way that a young child would understand. (What would you say if a six-year old asked you, “What do you do?”). You’ll find that when you are out in the world talking about your business that you exude confidence and show genuine personal interest in the clients you serve!
Remember, the best marketing strategy isn’t a strategy at all. It’s all about focusing on the people you serve and developing strong relationships with them. By changing your “what do you do” speech to describing the problems you solve you’ll be much more conversational and more approachable. Everyone feels comfortable having a conversation with a new friend. And THAT is the best smart, simple marketing strategy of them all!
Your Action Plan For This Week:
- Get clear on EXACTLY who will best benefit from your services and who you are meant to serve.
- Brainstorm about the benefits and results your clients enjoy when working with you.
- Combine these two points into ONE succinct sentence: I help [GROUP] [ACCOMPLISH SPECIFIC BENEFITS & RESULTS]
- Post what you come up with here on my blog for feedback and support! I look forward to hearing from you!
"Within the first month of working with Sydni, I secured contracts for $14,000... and I don’t have any of the other insecurities that a lot of new businesses have."
I help people chose paint color for their home and business. It’s so inexpensive to paint and the results are always great.
Thanks for the note Lynne! I love the simplicity of your statement. What type of response have you gotten from this?
This was a short but very interesting article. I find myself dreading telling people what I do. I believe I often start of with, “I’m only the blank at my company”. I feel uncomfortable because I am currently working in one industry but trying to transition into another. So, I am unsure as to what to say.
Thanks for the comment Priscilla! I can understand your dilemma. What industry are you moving into?
I help attorneys organize and analyze medical records for successful ligation in wrongful death, medical malpractice and personal injury cases.
Great sentence Suzanne! I love how focused you are. Could you say, “I help attorneys organize their records for successful ligation” or something similar? That’s a bit more concise and would likely encourage the other person to ask you a question, when you could then explain the “wrongful death, medical malpractice and personal injury cases” piece”.
What do you think?
Excelent article! It really covers a simple issue we all should improve in our professional lives.
Thanks for the advise.
You’re most welcome Angel! Thanks for the feedback. What points do you plan to apply in your business?
Syndi,
You are right! Thank you.
I help busy people learn to relax and focus their mind to help reduce stress by learning how to meditate in minutes.
Thanks for the post Michaiel! I LOVE your statement. Who of us doesn’t want to relax, focus and reduce stress? That’s awesome!
I am passionate about designing personal, one-of-a-kind homes that people are excited to come home to.
I create beautiful, one-of-a-kind homes for people with busy lifestyles.
I help busy families create homes they love.
Thanks for sharing your thoughts Suzanne! I especially like the second one. Which one resonates most with you?
Great article Syndi, Thank you,
i am taking your advice and hoping for feedback from you. In an nutshell, i am an image and communications consultant. In actuality, i help indiviudals build a confident image for credibility, visibility and success……
Thanks for the feedback Dana! I love this ” I help indiviudals build a confident image for credibility, visibility and success.” That would inspire me to ask you, “really…how?” And then you could explain to me how you help your clients and what benefits and results they enjoy as a result. Give this a try and then stop back by to let me know how it goes. I look forward to hearing from you!
I help businesses get grants and incentives from the State of Florida to fund their expansion or relocation.
Excellent Margo! This is clear, to the point and tells me EXACTLY what you do. I love it! Great job!
I help busy executives organize and manage their lives. I provide personal assistance and lifestyle management for business professionals in the metropolitan Detroit area.
I love your statement Adana! Thanks for sharing. How is that working for you in filling your practice with ideal clients?
This is great information. I’m just getting started in researching & planning for my Administrative Consulting business and trying to get clear about my target market. This article will prove very helpful for me once I start networking/marketing my services. Thanks for sharing!
You’re most welcome Medayo! Thanks for the note. What’s your target start date for opening your business?
I teach business owners how to understand their marketing so they can make good choices now, and how to create a plan for the future that makes sense. What a great idea for a post, you’re on it! ~ Susan
I LOVE your statement Susan! Thanks for stopping by to share it with us!