When someone asks, “What do you do?” how valuable is your answer? A run of the mill, “I am a financial advisor” or “I run a consulting firm” response has the person who asked knowing almost less about you than before they asked. You gave them a phone book response. You were about as personable and memorable as a business directory. AND you’ve forced them to jump to a conclusion about what you said and what it means to them because you have given them so little valuable information about what you actually do.
Try this – ask people what they do over the next week and record the insightful or less than valuable answers you get. I find that most people can’t answer in a sentence what they really do. They often share the company they work for, or the job title they hold, but rarely share what they actually do. And it’s not because they don’t know. They just haven’t spent any time messaging the best answer. A prepared 1 or 2 sentence answer that is filled with BENEFITS, not “I’ve been in business for 20 years” features that really don’t mean anything, can have enormous positive effects.
Here is one I heard this week that is awesome! “I work for XYZ Company. We provide planning, advice and proper investment selection for people’s serious money.”
What’s yours? Do you think it matters? Would you get more or less business, more or less referrals, more or less viral benefits of people talking about you – if you had a great message that let people know what it is you really do – for them.
Maribeth Kuzmeski
Maribeth Kuzmeski, MBA is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. She is the author of 4 books, has frequently appeared on TV and radio, and has written articles on marketing strategies for hundreds of publications including Business Week and Entrepreneur. She regularly speaks to audiences on topics relating to business development, marketing, and sales strategies. Maribeth is author of The Connectors: How the World’s Most Successful Businesspeople Build Relationships and Win Clients for Life (Wiley, September 2009).
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