Make It About Them

“What do you do?”

“I create lead generation offers to help make it easier to identify, reach and influence new clients.”

Crickets. That phrase might mean a lot to me, but it means almost nothing to almost everyone else. It’s too vague, there’s no context, and they were probably only asking to be polite anyway.

Take 2

“What do you do?”

“Well, you know how in your industry companies will host seminars about _____________ to attract new business? I create similar campaigns for my clients, but instead of live seminars, we use on-demand webinars to reach more people.”


“You know how prospecting by phone and trying to get an appointment is really hard? I help make it easier for my clients to connect with prospects and open a conversation.”

Neither one is the only right answer. The point is to put “what you do” in context, as much as possible, of what they already know and understand. If what you say strikes a chord, they’ll ask more questions and give you the chance to go into more detail about what you do and who you do it for.

At the very least you’ll get fewer blank stares.


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