My Mother Doesn’t Understand What I Really Do

What do you do? That dreaded question. You already anticipate they won’t really want to hear the answer as soon as you start with, "I’m a lawyer/accountant/executive coach." His eyes glaze over as soon as those first words come out. Or as I once heard, “I know you keep telling me, but I just don’t get what you do.” Ouch.How do you answer the question? Does the conversation continue once you answer? Does your audience want to hear more?What’s your personal commercial, or your elevator pitch? You have 30 seconds to reel someone in, the length of a typical elevator ride. How do you answer so that even your grandmother can understand?Your commercial (the term elevator pitch is overused. Moving on…) is a conversation starter. You don’t need to get everything out in the first breath. Consider the following steps as you create your commercial that starts, not ends, a conversation.CAUTION: You will have more than 1 commercial, depending on your audience. Write down your commercial, with the goal to memorize it and deliver it naturally, and not forced or creepy stages.

1. Start with a 1-sentence opener. Create something that grabs their attention. If you’re stuck, ask trust colleagues and friends what they think you do. Pull from their language. Consider the following sentence starters.
   • I am a ____
   • I work with ____ to [solve problem/overcome challenge]. Who do you love working with? Anyone with a pulse is not an answer. Be more specific. You will have more than 1 potential client. (see #3 below)
2. Speak to what you want to be doing, who you want to be working with. NOT what you’ve done (unless it also speaks to what you want to do in the future)
3. Describe the problems you solve. How do your services benefit your clients? What do they gain from working with you? If you don’t know, ask your favorite clients.
4. Promote your firm or colleagues. What is the consistent message you share about your firm? It can be easier to talk about someone else.
5. Don’t include every detail in your commercial. Rather save those features for the ensuing conversation.
6. Forget jargon. Speak their language. Don’t make it too business-like with too many words. You will lose people.
7. WAIT, Why Am I Talking. Stop and listen to your audience.

Try it out. Notice what grabs your audience’s attention. What are they responding to and asking questions around? This is a dynamic piece; tweak it each time you deliver it.Keys your commercial is landing. Although it may not be ready for a million-dollar investment and a slot during the Super Bowl, you know your  commercial is working when the conversation continues.

• Responses include, “I should hire you!” “I needed you last year!” “Can I introduce you to …”
• You receive introductions that make sense and are useful to you, or your business.
• Eyes don’t glaze over!

Actions to take todayTry your commercial out in a friendly environment. Talk to friends, colleagues, and family. Ask them what works, what is awkward. Try out a few different versions, with different audiences. Speak to your customers and clients. Go to events and introduce yourself (starting with both your first AND last names). Pay attention to body language and questions.My mother has started to understand what I do in the last few months. And she now gets it. How do I know this? Because I hear her describe it and she’s spot on. In fact, perhaps I should take note and start using her language.