Like fashion, an ‘elevator’ pitch — the reply to answer, “What do you do?” — has come full circle. For a long time, it reflected a creative focus on the BENEFIT you provide (e.g. “I help people smile more”) rather than WHAT you do to make that happen (e.g. “I’m a dentist”).
Don’t Play Games . . . Be Straight About What You Do
Playing, “What’s My Line?” doesn’t make sense in these time-starved days we live in. It may even irritate a qualified prospect who really wants to know, “What DO you do?”. Unless you really have to spell it out, just say what you do. More often than not, being ‘blunt’ will differentiate you from your competition . . . in a very positive way.
Add Your Benefit/s . . . Afterwards
Once you state WHAT you do, then you can add WHO you help and WHAT they get.
Kyle Hunt, Founder of Remodel Your Marketing answers the question this way: “I solve marketing and sales problems for remodelers” adding, “Contractors who hire me tell me things like, “I stink at following-up with prospects”, “I chase way too many bids”, “I’m not getting enough referrals”, “My website is terrible”, etc.”.
Basically, Kyle’s saying, “Look, I’m THE marketing guy . . . for contractors. I fix marketing problems the way you fix construction problems. Would you like to talk about that?” Refreshing, isn’t it?
Tell people what you do . . . simply, concisely and effectively