Growing The Value of Emerging Business    

On the Tip of My Tongue

Describing what we do professionally should be as easy as planting seeds. But because labels are easy shorthand, we often revert to using them instead. We’ve all overheard or participated in this conversation:

“What do you do?”

“I’m a lawyer.”

“Oh.”

The person who originally asked the question then classifies the lawyer from a common frame of reference, maybe imagining some courtroom scene. Perhaps the lawyer has never even entered a courtroom, but since there’s no descriptive follow-up, the answer is a conversation-stopper.

Suppose the lawyer had said, “I am lawyer specializing in acquisitions for small businesses.” We can imagine the questioner asking “What kinds of acquisitions?” Or even, “What kinds of small businesses do you work with?”     

The answer to the question of what we do, our “elevator pitch,” should immediately convey a picture that people can grasp. Think of describing your job to your child. Do you say that you’re a teacher, or do you tell your child that you teach the English language to people who are new to this country? Knowing what you do and describing it clearly are both essential to helping people grasp the benefits you offer them. Once you’ve created a succinct and descriptive pitch – short enough to deliver in an elevator ride – you should practice it until you have it memorized.

Here are some ideas to aid you on your quest:

• Write a story about what you do, then write a five-to-six-word headline for the story with a subject and a verb. The headline should tell the story with clarity and brevity.

• Make your headline present tense, active voice, and descriptive. Or as a writing teacher would say, “Show, not tell.”   

• If it helps, include why you do what you do. For example: “I write songs about colors to teach color concepts to blind people.” You can omit this description later if you wish.

• Keep your description simple, without adjectives, jargon, clichés and acronyms.  

• Look beyond the image. Step out of the picture to see yourself as clients might see you. What words might they use?

• It helps to have help. Bounce your idea off a trusted friend or colleague, or even someone you don’t know. The reaction of strangers might surprise you.

We can help you define what you do. Contact us at info@tbsiconsulting.com or call us: 254-757-1709, extension 101.

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