How to answer when someone asks you “So, what do you DO?”
You are all aware of “the elevator pitch” or Verbal Logo. Most of you have probably practiced or recited these many times at networking events, etc…
In any case, using your Verbal Logo as a way to really connect with a potential client or lead-referrer (a person who send clients your way) is extremely important: it is the basic template from which we speak about the work we do in the world; it is the second paragraph of our “Word of Mouth Now” marketing letters. It is the first segment/part of the “Heartfelt Sales” conversation. It often inspires the content and tag-lines of our websites and marketing collateral (promotional materials).
The MOST important part of the Verbal Logo is the “Felt Experience” portion (number 4 below). The decision to pay money or commit to a new business relationship with you is a very personal decision; often even unconsciously emotional for your prospective client. There is likely a sense of risk or a “taking a leap of faith” that goes with their decision to hire you.
Speaking to the felt experiences (I help people to “overcome” that problem; “relax” into their bodies; to “trust”; to “know”; to “have ‘confidence’ that each business choice is a good one.”) allows a potential client, for a split second, to imagine and even feel the results you provide and the way you will be there with them while they take their leap of faith.
The basic template for your verbal logo:
1. Name:
My name is _____ (this should be easy! :)
2.
What I am ______.
and/or
What I offer______.
“I am an acupuncturist. I offer a 3 month program for…”
“I own ‘Bright Life.’ We offer bookkeeping…”3.
Demographic:
Demographic 101: (who + condition addressed = demographic) (who + what they need = demographic)
I offer this For ______
“…for women (who) going through menopause (condition to be addressed).”
“…for solo entrepreneurs in the holistic health industry (who) are ready to solve all of their financial constraints (they really need to do this)”4.
Felt Experience:
“…while becoming closer to their loved ones” “…becoming completely unstoppable!”
The experience my clients have is/are ____
or
The results my clients have is/are ____
“…hormonal balancing.”
“financial transformation.”
Putting it all together:
“My name is ____. I am an acupuncturist. I offer hormonal balancing treatments for women in menopause, that leaves my clients feeling in their body, in their power and feeling sexy!”
“My name is ____. I own Bright Life. We offer bookkeeping for small holistic health businesses ready to transform their finances. My clients know that they are completely taken care of and feel confidence in their abilities to double their business!”
Practice!!! Find a friend who owes you a favor (or who simply wants to support you!) and practice each part (1 at a time) over and over. get their feedback on what works, what has impact, what lands…Then practice putting it all together a few times.
