Feb
7
What Do You REALLY Do For a Living?
The most common question you’ll hear at any business, networking, or even social event is this: “So, what do you do?”
Here’s a Hot Tip that will turn your typical, snooze-worthy reply into a Powerful Marketing Message worth remembering.
Most people answer this question by droning on about their job title, description, responsibilities, blah, blah, blah, zzzz….Don’t make the same mistake! Instead, answer in a way that will snap the querist to attention and have him begging for more info.
Here’s the Trick: Don’t think about what you DO, think about the Benefits people receive from what you do, the Market you serve and the Unique Problems you solve.
Here’s How to Formulate Your Answer:
“I (action verb) (target market) (problem you solve)”
Using BAM! as an example, here are some examples of how I might answer this question:
- “I turn Small Business Owners into Heavyweight Marketing Champions.”
- “I help Small Business Owners get more loyal customers.”
- “I teach Entrepreneurs how to use social media to grow their business.”
See The Pattern? These answers are far more exciting than, “I’m a Marketing Consultant.”
Instead of merely stating what you do, you’re articulating the Single Greatest Benefit of doing business with your company. Remember, the more you can tap into the emotions of your audience, the more powerful your answer will be.
You’ll know your answer is powerful when it initiates the follow-up question, “Really? How do you do that?”
Then, you can elaborate slightly on the unique way you solve your particular problem. Be careful not to give away too much! If they seem interested, invite them to schedule an appointment, sign up for a demo, or purchase your product or service to experience this amazing benefit for themselves.
After all, when out networking, you should take every opportunity available to turn strangers into prospects and prospects into customers.
PREPARE YOUR REPLY WITH THESE BAM! ACTION STEPS:
- Write down as many action verbs as you can that apply to what you’re doing.
- Define your Target Market – get specific as possible.
- List all the problems, frustrations, wants or needs that are solved by your unique benefit – think outside the box!
- Craft a concise follow-up answer that further details the results your product or service provides.
- Practice closing the sale in a way that feels like a natural transition.
I’d love to hear what you come up with! If you have questions, or want to share your Powerful Marketing Message, feel free to comment below.
So, what do YOU do?
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(This post is re-purposed content from the BAM! Bulletin eNewsletter. If you wish to receive exclusive monthly content via email two weeks before it hits the blog, please join my mailing list. Sign up on the BAM! homepage header or at the bottom of the right sidebar).
