You’re at a networking function and you’re getting into a conversation with the person next to you and sure enough here it comes, the one question they all ask: “So what do you do?”

Do you look forward to it and confidently answer it or do you dread the question as you know your answer sounds either confusing or simply doesn’t do the value you really create justice. And then you see someone who really could benefit from what you do walking away…. Another opportunity missed…

Just because you really don’t have a systematic way to answer that question.

Why is it so tricky to describe what we do?

Because what we do is creative work that usually doesn’t fit into a box, a mental reference we can pull out and understand, for example if someone says I’m a baker we all know what that means. But what about a Coach? Or a Consultant? What does that mean? Most people don’t have a clue let alone knowing how a coach or consultant could benefit them.

In order to be truly successful you must learn how to say what it is you do in a way that is easy to understand and attractive to the RIGHT potential clients so they can step forward and express interest in your work. This is the essence of your marketing, make it clear what you do and for whom and the right people will put up their hand and say “I want some of that.” Simple. Yes, but not necessarily easy.

Read on to get my three top tips for elegantly, confidently and clearly stating what is that you do so you can start looking forward to the question “what do you do?” knowing it will generate business for you.

1. Get really clear about who you want to attract and what you do for them

Yes I’m afraid it always comes back to this fundamental question. Your message can never be a one size fits all, the whole idea is that as part of answering the question you will know whether the person who is asking could be a potential client or a potential alliance partner who could refer business to you. So don’t be afraid to be very specific in who you serve. People will thank you for it in referring business to you as you are now the go-to person in their mind for whatever it is that you do. So get clear. You can’t expect clients to clearly say ‘yes’ to you if you are not clear yourself on what it is you do and who you do it for. The whole reason why clients seek you out is because they are confused themselves and they want clarity.

2.  Think outcomes not process

Your clients don’t know and most likely don’t care all that much what kind of process you use as long as you can get them the results they are after. So when you talk to prospective clients,do it in terms of  the outcomes you can achieve for or with them. That will get their attention over everything else. And be as specific as you can possibly be with these outcomes. Again that’s easier the better you know who you serve.

3. What happens if they don’t work with you

This part is often overlooked by many coaches and consultants. Moving away from fears and frustrations is a strong motivator. And there’s nothing wrong with mentioning what it is that they avoid when working with you or what they miss out on if they don’t work with you. Often this adds a lot of power to your statement. Again this should be outcome orientated. And be as specific as you can.

If you follow these three steps and put together what you came up with in each step you will arrive at a powerful elevator pitch or unique selling proposition that can be the thread that people follow throughout all your marketing. It creates enormous clarity and confidence for you and it will get you more business.

Do you want my very own template for creating an elegant answer to the question: So what do yo do?  Want to end the struggle for the right words once and for all?

If you’re not already registered for my magnetic marketing webinar series, where I give you this template and others, then I suggest you register now while there’s still time. We start THIS week. You can register here at http://www.clientprosperity.com/magneticmarketing

Click here to listen to this blogpost

Have you seen the movie “What Women Want” with Mel Gibson and Helen Hunt? It’s really funny and well worth watching for another reason:

In the movie Mel Gibson, an arrogant and rather ignorant Advertising Executive, gets the gift of hearing women’s throughts, unedited. And it’s not pretty what they think about him. The pay off of this gift is that he is able to present ideas to his female boss that she had thought about and he therefore just repeated from what he heard her thinking.

While that may come across as not very creative (and by no means do I endorse how he uses that to manipulate her) – it’s actually incredibly clever and effective. What if you could hear your clients and potential clients think? And then you offered them exactly what they wanted?

Until you and I aquire that skill, we will rely on things that they tell us. And on what we know of ourselves as clients.

Knowing what works in Marketing and Sales, and having used myself as a study object, I am taking you behind the scenes, into your clients’ head. Letting you read their mind for a moment: What are they thinking when they are wondering whether to hire you or not?

Here are five things that are really high up on your clients’ Want list. Just adapt them to your ‘tribe’ and think about this, isn’t this what you want as well?

I have slipped roles for a moment and am now speaking as your client’s voice. And I’m telling it like it is. So please listen so you can serve me even better…

1. I want you to ‘get’ me

How do I know that what you provide actually works? It can only work if you know what’s going on for me. So do you?
Have you been where I have been? Or at least have you worked with people just like me? My biggest fear is to invest in false hope and then be bitterly disappointed. I’d rather not give it a go at all if I’m not sure.

2. I want you to be ‘real’

If I invest with you, I will need to be vulnerable about my shortcomings because that’s what you will be helping me to overcome. So I need to know that I can open up to you, that I will be emotionally safe.
I also need to know that you are not some kind of ueber-achiever because otherwise I don’t think I can recreate what you show me because I am only human.

3. I want you to be specific about what you do for ME

A lot of marketing out there just doesn’t speak to me, I can’t connect with it, its just generic words. The trouble for me is, I know what my problem is but I don’t know what the solution is. That’s where I need your help. My biggest challenge is to work out whether the solution you offer actually works for my problem. That’s why, the better you describe the problems you solve the easier for me to decide.

4. I want a good deal

I love a deal. Money is precious and it’s never easy to part with it. But if you want me to make a quick decision, just give me a really good deal. It’s easier for me to justify buying from you that way. You know when I want to, it just tips the balance, gives me the extra little nudge I need.

5. I want to feel cared for

I am special. And I want to be treated as special rather than just being one of your many clients. Once I know you are the real deal I am happy to invest a bit extra to get the special treatment I deserve.

Well, what do you think? Does this ring true for you?
Share your view about these ‘thoughts’, I’d love to know how they resonated with you. Do you have any to add? Leave me a comment here.

If you want to work with someone on your business to implement the above and therefore make you really attractive to your clients, then check out my Massive Momentum with Lifestyle Platinum Program. There are still 2 spots available in this 7 months mentoring program. A fantastic group is coming together. Act now, interviews happening as we speak.