Once upon a time, it was enough to hear a job title to get a sense of what someone did for a living. But with a workforce filled with more and more artificially inflated, lateral-promotion-enriched job descriptions, helping others understand what we—as companies and individuals—bring to the table is vital in generating new business and managing customer relationships.
Now I’m not suggesting that anyone “fluff” their title or cram collateral with lots of marketing speak. But being able to quickly and concisely explain “what you do” is an important element in crafting your brand story and setting yourself apart from your competition.
To get started, here are 3 key points to consider when responding to “So, what is it that you do?”:
1. Something Bigger
You may have heard the story of a pope touring the construction of a massive church. Each tradesman explained their particular craft—until the pope asked a man sweeping a floor what he did: “I am helping to build a cathedral.” Explain your own role in the context of something bigger. “We manufacture [product] that helps [audience] to [benefit].” It doesn’t have to be especially lofty or inspirational, but by better understanding the role you play, others can better appreciate the value of what you do—and may even want to be a part of it.
2. Something Tangible
Rather than talking about what you do, talk instead about what happens when you do it. What is the thing or result that the customer enjoys because of your contribution? “We help building product manufacturers get into retailers like Home Depot” sounds much more fulfilling and accessible than “We provide marketing for a large two-step distributor in the building products channel.” Staying informed about the latest industry trends enhances your explanation by making it relevant and timely. Mention recent changes or innovations in your field that impact your services.
This not only shows awareness but also positions you as a knowledgeable resource. Being in tune with the market can directly link to the benefits you offer, making your role more comprehensible and appealing. Presume the other person is completely ignorant of your line of work; let them chime in with industry terms first to show they have a deeper understanding.
3. Something Special
The easiest way to establish credibility is to throw a superlative or unique fact into the statement: “We’re an agency for the oldest trade tool brand in North America” or “We work with the three largest residential construction companies.” The challenge here is to be relevant without coming off as bragging; keep it about the clients or customers you serve rather than yourself. Including customer testimonials or success stories in your explanation can significantly boost your credibility. Real feedback offers tangible evidence of your success and impact, reinforcing the value you provide.
When potential clients hear about positive outcomes from others, it can create a more interesting view of what you do and inspire confidence.
Consistently revisiting and revising your elevator pitch ensures it stays current. As your business evolves, so should the way you communicate your role and benefits.
Periodic updates help maintain alignment with your latest capabilities, keeping your message sharp and reflective of your growth. Such practice ensures that both existing and potential clients hear an accurate and engaging story. Additional Articles:
