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. Continue reading →