How to Answer the ‘What do you do?’ Question
Do you get looks of confusion when you try to explain what you do?
Do you wonder why the words you’re using aren’t connecting with your ideal client?
You’re audience doesn’t understand what you can do for them. You’re confusing them with your marketing message.
And your audience is busy. They don’t have time to work out what it is you’re trying to tell them.
Yup, it’s noisy and busy in this online world and your clients have busy lives.
But they’re not the reason your marketing message isn’t working.
Grab Their Attention
To attract your fab clients you need to grab their attention. Stand out from all the noise.
Putting content out there that stops them scrolling and grabs their eyeballs.
Now you’ve got their attention.
And you’re more likely to do that when you have a message that connects with them. One they can easily understand.
If you’re words aren’t stopping eyeballs and getting you noticed here’s what you do.
Identify Your Clients Problem
Start by identifying their problem. Tell them you know what it is. That niggle, concern, problem, issue, thorn in their side….
But here’s the thing! It’s not enough to say they want to go to the next level, grow their business, get fitter, want to feel better or be more confident.
Don’t be too generic. Too vague. Too broad.
Sticking with a message that’s vague doesn’t connect you with any one. And no one will recognise that you can help them so they’ll keep on scrolling until they find someone else. Someone else that’s made it clear, simple and easy to understand what it is they can do for that person.
Use a message that’s too broad and it will have the opposite effect of what you’re aiming to achieve. You won’t start a conversation with your audience. They’ll ignore you.
Getting clear on what problem you solve is the first part of creating your marketing message.
Consider your audience is Mums with toddlers that won’t eat vegetables.
or Students that struggle to plan for their exams.
The first part of how you answer the ‘What do you do?’ could go like this:
‘For lots of mums with toddlers, feeding time can be hectic, especially when their little cherub won’t eat vegetables…’
‘Students know they have exam time coming, but many of them struggle to know what to study and when….’
Then, what you do once you’ve identified their problem is…
Tell Them Your Plan To Help Them
Your audience won’t give two hoots on the whys and wherefores of what you do. And they certainly don’t want to hear the finer details of everything. Being honest here, and apologies if this sounds harsh, but your audience doesn’t care about you. They care about WHAT YOU CAN DO FOR THEM!
Be sure to give them what they want. This could be:
A step by step guide
Your Plan Helps Them Solve Their Problem
Next tell them what your plan gives them. Remember that your plan helps them solve their problem.
So if your audience is:
Mums with toddlers that won’t eat veg, your plan could be ‘We give you meal plans that are full of the vitamins and nutrients your growing toddler needs…’
or a student that is struggling to plan their revision. ‘We created a planner that gives you an easy to follow revision timetable in one place…
You’re nearly there. You’re nearer to creating your message that’s simple, easy to understand and will be remembered by your audience.
Imagine Their Happy and Successful Ending
Finally you get them to imagine their happy ending, which is ultimately what they want. Their end goal.
Let’s stick with mums with fussy toddlers and students struggling to study.
The happy ending for the mum could be tantrum free meal times.
The happy ending for the student could be they know they are exam ready.
Put each of the steps together and these are the messages you get. Clear, simple, easy to understand.
‘For lots of mums with toddlers, feeding time can be hectic, especially when their little cherub won’t eat vegetables, we give you meal plans that are full of the vitamins and nutrients your growing toddler needs which means you have tantrum free meal times and your toddler grows up happy and healthy.’
‘Students know they have exam time coming, but many of them struggle to know what to study and when, so we created a planner that gives them an easy to follow revision timetable which means that when the big day comes they’re exam ready and prepared to do their best.’