Have you ever walked away from a conversation with someone, cringing so hard over what you just said about your business?? Or worse, told someone what you do only to be met with a dispassionate and distant, "Cool. Interesting."
Telling others what you or you business does in a clear way is the very first step in connecting with your perfect client. Yet, this is where first-time entrepreneurs often get tripped up the most!
You are brilliant, creative, driven, and really good at what you do. So, why can't you get this simple question right??
There could be a few reasons why you're tripping on your words:
Nailing down how you talk about what you do is one of the most important ... no ... THE most important first step in connecting with your perfect client. Clearly and accurately telling others what you do and then gauging their reaction allows you to quickly recognize a potential perfect client, and for them to recognize you as someone who can help them. Do they light up and say, "I need you!" when they hear what you do? BINGO!
I spend a lot of time working through this process with entrepreneurs until we not only get it right...we get multiple versions so that folks can be prepared to talk about what they do with anyone, anytime, anywhere.
Here are 3 points to keep in mind when you talk about what you do . . .
1. Be a Human!
Remember that you are human, having a human conversation with another human. You are not a walking, talking version of your website or live action piece of marketing or sales copy. You don't need to sound like a perfectly polished advertisement when you talk about your biz. In f
act, the more human you sound, the more relatable you'll be! (Which is the goal, btw)
For example, I wouldn't say, "I am a catalyst for transformational business growth for purpose driven entrepreneurs."
I'd say, "I teach first-time entrepreneurs how to build their businesses their way!
2. Don't Run On...and On....and On....and On
It's really tempting to want to get all of the information about what you do out in one breath. You do a lot of super cool things and you don't want to miss a thing. Also, you want to make sure the person you're talking to knows how awesome you are and all of the badass things you do! I get it.
Take a breath. Pause. Remember that you want to give the person you're talking to one simple element to grab onto and relate to. If they relate to what you're saying and want to know more, they will ask you. You don't need to rush the conversation and drone on and on for five minutes straight in order to get it all out.
A conversation is like a tennis match. It only works if both players are hitting the ball back and forth. You say something, they'll say something back. They'll ask a question, you''ll answer, and vice versa. Everything that you would have normally crammed into your first "What do you do" answer will come out in the course of a natural, back and forth conversation.
Take a moment to answer out loud what you do. Seriously. Out loud. Go.
Ok, how many points did you try to hit? How long did you talk for? Did you use more than 15 words?
Try again, and this time break it up into one single point or theme in under 15 words. What's the most important piece of information you communicate?
Next time you're telling someone what you do, try using this simpler version and let the rest come out during the natural flow of the conversation.
3. Be Crystal Clear
It's easy to go on autopilot when we're telling folks what we do for the first time and start using technical lingo and industry speak that they may not understand. It can also be tempting to cover up our own nerves or insecurities by using over complicated words in an attempt to sound fancy or "professional"
Or, and this is my least favourite experience when talking to others, you attempt to set yourself apart to such an extreme that you say something so vague and convoluted that it tells me absolutely nothing about what you do.
(Think: Chief Fun Officer or Chief Curator of Awesome. What??)
People don't want to feel dumb and they don't want to risk offending you by not understanding you. Also, let's be honest, nobody wants to work that hard to unpack what you just said so that they can get an idea about what you do. If you are not clear and relatable right off the bat, people will generally not ask you any follow up questions. Which means you'll never get the chance to go into more detail like I mentioned in the second point above.
"Chief Fun Officer? Ok, um, cool. Interesting. I have to go take this call. Bye."
When you tell others what you do remember to use language a 13 year old would understand. Plain language that's not overly technical or complicated. And also tells folks exactly what you or your business does.
For example, I wouldn't say, "I have an eight step biz dev process to engage ideal prospects in a streamlined client acquisition process, ensuring higher ROI and faster conversion rates."
I'd say, "I teach entrepreneurs exactly what to do to build their biz and get paying clients."
The next time someone asks you what you do remember these three points and have a fun conversation connecting with another fabulous human!
For more insights into how to build a rocking business come connect with me in my rocking Facebook group, Rad Connectors.
The radical connector blog
Digging into the way we connect with ourselves, our businesses, and the world.