How to Answer When An Ideal Client Asks "What Do You Do?"
I grew up with my parents running a seasonal fireworks business in which the entire family has been involved over the years. So when my parents threw a party to celebrate 50 years of marriage, you better bet there were fireworks at the party!
I think this photo speaks volumes about my parent's marriage, what's metaphorically in front of them, the spot of light between them, and who's behind them out of the frame.
While a quality smartphone camera makes this shot great, what really takes this photo over the top is its composition, or how the subjects are positioned in the frame.
Positioning can have tremendous impact, moving something from okay to outstanding, from forgettable to remarkable.
In marketing, positioning is how your potential clients/customers think about you (or not at all) in relation to other individuals and organizations who offer similar things.
Positioning is expressed verbally as a brand positioning statement or, as it's more familiarly known, the "elevator pitch."
Your positioning statement or elevator pitch is the response to the "What do you do?" question.
Is this an easy question for you to answer?
The what-do-you-do question often freaks people out.
Either they word-vomit a response, mumble something couched in apology, or go mute.
If this is you, read on for my best tips for a clear, compelling elevator pitch.
1. Understand your elevator pitch is like an executive summary for a report.
It does not, should not, and cannot communicate all you do and the many nuances of your work. All you need to say is enough to pique the interest of someone who's a potential fit so they ask for more.
Also, how easy is it to write an executive summary before you've written the report? Not.
If you're having a hard time writing your elevator pitch, likely it's because you haven't fully answered these five key questions: Who are you? Who are you for? How do you help people? What do they get working with you? What makes you their best choice?
BTW, the answers to these five questions comprise the entirety of your brand messaging for winning clients online and in real life and this is exactly what we help people figure out.
2. Flip the formula.
If the classic template "I help [ IDEAL CLIENT ] to [ GAIN/AVOID/DO ] so that they can [ ULTIMATE OUTCOME ]" (or similar) doesn't work for you, try this instead:
"[ IDEAL CLIENT ] hire me/us to [ ULTIMATE OUTCOME ] through [ PRODUCT/SERVICE ]."
Coaches and consultants hire us to win better clients and bigger revenue through the power of their words.
OR
Coaches and consultants hire us for words that win better clients and bigger revenue.
Don't you want to know how we do that? 😉 (hint, find out here.)
3. You need more than one version.
Stop trying to craft an elevator pitch that will work for everyone in all situations.
Multiple audiences? You need an elevator pitch specific to each one. Same goes for your programs and services. Same goes for different types of contextual situations like an author bio and byline vs. an intro at a business networking event.
Have a few variations at the ready. I keep ours in a Google doc.
4. Your written version will be different than your spoken one.
Most elevator pitches are pretty buttoned up in print because it's easier to be succinct in writing and sometimes you have to for screen situations where character count matters.
But read it out loud, and I guarantee you don't talk like that.
In fact, vocalizing your elevator pitch can be a great way to get your written version dialed in if you're struggling with the writing.
5. Go for the means vs. the end.
Sometimes the ultimate outcome feels a little "ultimate" as in a bit too far removed from the work you do, especially if you're new in your business and lack the confidence that comes from proven results. In that case shoot for the stars instead of the moon.
For example, instead of "As an attorney I help online entrepreneurs build the business of their dreams" it could be "As an attorney for entrepreneurs I help online businesses set their legal foundations so they can grow risk-free."
Instead of "We build websites for health coaches that grow their businesses" it could be "Health coaches hire us to craft beautifully simple Squarespace websites."
…
Whether you refer to it as your elevator pitch or the answer to the what-do-you-do question, your positioning statement is the cornerstone of your messaging.
A strong, compelling one will instantly establish your expertise and aid recall. It will help you attract your right-fit clients and shorten your sales cycle. You'll use it in many ways across all your communications.
If you find yourself continuously honing yours, you're doing the right thing because as you deepen your expertise and evolve your offers, your elevator pitch will evolve, too. This, like many components of your brand messaging, is often in a process of continual refinement because the more tightly aligned your messaging is to your market, the easier it is to grow a business doing work you love with people you love working with.
If you need help finding the right words for a clear and confident elevator pitch that resonates with the right folks, we can help you.
If you're having trouble answering the five questions mentioned above and thus struggling with what to say and what put on your website, we can help you.
Book a call with Lisa to explore your options for getting support from us with your messaging and marketing so you can work with better-fit clients, regain your time, and take home more money. The conversation is free and the least you'll leave with is more clarity than you have now.