How do you answer the "So, What Do You Do?" question

One of the most valuable lessons I learned years ago while attending a 4 day seminar was from a soft spoken salesman from England who taught a workshop on the art of conversational selling. Namely, answering "So, what do you do?" in a way that engages the listener and creates a clear image of the results you and your business provides.

I call it developing your 'Memorable Marketing Message.'

What makes your marketing stellar, is that it is MEMORABLE. Whether the copy (sales text) on your website or a verbal explanation, your description of yourself and your services has made a clear (and ideally, lasting) impression.

So how to create a 'Memorable Marketing Message?'

It is very easy. Here is the 5 step formula I like to use.

Step 1: Presenting the problem your potential clientele faces "You know how business owners struggle with ___________

Step 2: How they feel in the problem "and as a result feel ____________

Step 3:Your solution "What I do is _______

Step 4: The results/feelings your solution provides "Which provides______ and then they feel ________

Step 5: Why you are an expert

"What makes me an expert is ________

Would some "real life" examples help? Here are two:

An author Step 1: Presenting the problem "You know how many business owners have the secret desire to write a book but have no idea how to do this?

Step 2: How they feel in the problem/dilemma "And so feel a bit overwhelmed and they put it off and might never write it?

Step 3: Your solution "I have developed a step by step process on how to write a book in 90 days or less

Step 4: The results (and feelings) your solution provides "So they can feel the pride of being an author and proudly use it promote their business

Step 5: Why you are an expert "What makes me an expert is I am a best selling author and know the tricks and the pitfalls in the book writing business."

Here is (one of) my MMM's: "You know how many business owners can be really passionate about what they do, but get still struggle with procrastination in their business and not know why? Which makes them feel really terrible about themselves and they can beat themselves up for not following through? What I do is teach a simple technique that removes the causes of procrastination. So they will naturally and consistently follow through with their ideas and feel invincible. Being a business owner for many years and having dealt with procrastination myself, I now specialize in specifically working with business owners and their unique issues.

TIPS: Cut out your 'trade/professional' language used in your field/expertise. 'Creating books or audio recordings' instead of 'info products.' 'I help you find your ideal career/mate' instead of 'I help you design the life of your dreams.'

KISS (keep it simple, sweetie!) If you start rattling off the many bells and whistles in your product/service the only MEMORABLE part of your message is that it made their eyes glaze over. KISS.

"Smile when you say that!" As corny as it sounds it works: people will feel your passion for what you do not only in your words but the tonation (sound) of your voice and the warmth on your smile.

2008 © AnaMaria Herrera
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: EFT Practitioner and Peak Performance Coach AnaMaria Herrera, "AGENT EFT," publishes 'Success In Your Fingertips' a weekly E-zine for business owners and professionals to reach their goals with ease and elegance. If you're ready to ACCELERATE YOUR SUCCESS and BLAST THROUGH the limiting beliefs and the unwanted behaviors, go to: www.YourSecretWeaponForSuccess.com

About the Author

AnaMaria Herrera, also known as "Agent EFT," specializes in assisting business owners and professionals move through the beliefs and habits that are holding them back so they can experience greater levels of success, freedom and ease using what she calls "The Secret Weapon": EFT Emotional Freedom Technique. To learn how you can reach your goals visit: www.YourSecretWeaponForSuccess.com

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