Someone Asks: What Do You Do?

Tell them in words they ALREADY UNDERSTAND ACCURATELY. If you have to educate them even a bit to get them to understand what you have said, you have lost. Tell them WHAT you do, not how you do it.

Four Steps

  1. Get rid of all jargon and technical terms. Examples:                                    Unclear: “I work with people who have a desire for good graphical design.”           Clear: “I design professional-looking brochures that will help you get more business.”
  2. Look for a valued outcome, not a valuable feature. Examples:                  Unclear: “I provide nternet-driven websites for today’s consumers.”                    Clear: “I design your website to increase sales, make running your business easier, and increase customer satisfaction.”
  3. Do not assume your potential customer values the same things you do. Examples:                                                                                                                                 Unclear: “I teach you to develop better negotiation skills.”                                         Clear: “I teach you how to get better deals.”
  4. Be careful not to go so far that you lose plausibility. Examples:               Unclear: “By using my services you can double your income in six months.”     Clear: “By working with me, my clients usualy see a 15% increase in sales within the first three months.”

Laser Questions

  1. What do you say when you are asked, “What do you do?”
  2. Does this cause people to want to hear more? If not, what can you do to create this reaction?
  3. What story or example can you tell?
  4. Write out different answers to the question.
  5. Practice with each other.

Action Plan

Please answer the question (in writing), “What do you do?”