What is it that you do do?

In my latest edition of Biz Bits, I asked the question, "When was the last time someone asked you what you do?" Here's why:

I just returned from a week’s vacation cruise. Every day I met dozens of people from around the world and had to answer this exact question over and over again.

Having a ‘seven word blurb’ is a business necessity. I teach people to craft their statement as part of every consulting relationship I get involved in.  So you would think that when it’s my time to answer the “what do you do?” question, I would have no trouble. Right?

Big trouble.  I found I needed to rethink entirely the way I answer this question.

My practiced answer to the ‘what do you do?’ question is “ I mentor creative agency owners and teach them how to grow their business.” You understand that, right? Of course you do, because if you’re reading this newsletter, you’re most likely a creative agency owner or a creative person in my target market.  Most of the time I answer this question I’m meeting creative people at creative industry events:  not on a cruise ship.

So in the cruise ship dining room one evening when a guy from Sweden asked me “what do you do?” and I gave him my practiced answer, what I got in return was a peculiar look and the honest response, “I have no idea what that means”.

“What is a creative agency?” the Swede asked. “And what’s a mentor?” I found myself trying to explain what I do in a whole new way.  I started stumbling and stuttering (which is so not me).

I knew I had to find a simpler way to explain what I do and still get the “oh, tell me more!” response from the other person, I hope for. It had to be clear enough that a foreign tourist could understand and still convey a depth that would leave things open to take the conversation further.

So after a few more tries, and a lot more explaining in ways that were clearly still too confusing to people outside my target market I came up with the line that worked magic for the rest of the week.

“I teach artists how to make money.”

“Wow!” “That’s so interesting!” followed that simple line, and the hoped for:  “Really?  Tell me more!” Everyone understands artists and money. So sure, creative agency owners are artists and growing a business is all about making money (to most) so by simplifying the answer it opened up space to go a little deeper and tell more of what I do without having to explain things first.

The other lesson I realized from this experience is that many people think that their blurb is their title. They answer “I’m a graphic designer” or “I’m a – [your title here].” That doesn’t leave room for a conversation to continue and doesn’t really sound special or unique.

Your blurb should concentrate on how you help others. It should be an answer that makes the other person raise their eyebrows and say “Really? Tell me more.” Get creative and don’t get hung up that it doesn’t exactly describe you. It’s an invitation to a conversation not a job description.

Instead of “I’m a graphic designer” say “I help increase product sales online” or “I help non-profits increase their donor base.”  Think of the benefit your work brings to your clients and use that as your blurb.

And have fun with it. A client of mine who owns a small design firm says “I make killer brownies.” It’s hard not to love that answer.   It starts a conversation.  Eventually the conversation reaches her business but that doesn’t have to be the leading part of the conversation.

Do you have a seven-word blurb? Do you still find that you have to explain yourself too much? Can you distill your blurb so Swede on a cruise over a dinner table could understand it?
 
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Peleg Top is the co-founder of Marketing Mentor and works with creative agency owners in helping them grow their business, become more profitable and live a balanced life. Biz Bits, his free monthly business tips, will add a dose of inspiration to your business growth efforts. Sign up to get Biz Bits delivered to your inbox today.

Comments

[Rachael]

So are you saying that we should have a couple of versions - one to use when we're obviously with the target market and one to use when we obviously are not?

Because with the target market - who speaks the language (pun intended!) - it would be more appropriate to be more specific than when speaking with a foreign tourist, no?

“I teach artists how to make money.” -- like Picasso? Fine artists? What I mean is that there is possible confusion there too - especially for people (like me) ... a creative agency owner who sees myself as a business person first and an artist second.

Maybe the right thing is to have 3 levels of blurbs - you could have used your first one, then - if that got a Huh?, gone on to the second. No response to that would bring you to the third ... after which you might have to figure that perhaps this person wasn't going to get it? Just a thought.

[April]

I am so thankful that you addressed this. I think it sounds like a simple, no-brainer type thing, on the surface. Then I realized that I really don't know how to answer this question. I have been telling people my title. I don't even like saying it, because, you are right-- 'graphic designer' does not sound unique. But for lack of another response...

This exercise will help me-- just to understand what I do for myself-- before I ever even share my blurb with anyone!

The statement that stood out as the most helpful:

"...many people think that their blurb is their title. They answer “I’m a graphic designer” or “I’m a – [your title here].” That doesn’t leave room for a conversation to continue and doesn’t really sound special or unique.

Your blurb should concentrate on how you help others. It should be an answer that makes the other person raise their eyebrows and say “Really? Tell me more.” Get creative and don’t get hung up that it doesn’t exactly describe you. It’s an invitation to a conversation not a job description.

Instead of “I’m a graphic designer” say “I help increase product sales online” or “I help non-profits increase their donor base.” Think of the benefit your work brings to your clients and use that as your blurb."

Wow, that's so simple, but I feel like you just unlocked a door for me. THANKS!!