What Do You Do?

I’m not a fan of elevator pitches. They sound contrived, which is not the best way to start off a relationship based around trust, is it?!

However I think they are invaluable for your own benefit, because they help you get really clear on the value you provide.

This then comes across as confidence in your work because I find successful mavens can tell you – instantly, concisely and convincingly – EXACTLY what they do.

So you too can sound equally compelling; here’s a useful 4-step forumula:

#1. Who do you work with?
#2. What is their biggest challenge or problem?
#3. What do you do to help them?
#4. What (specific) result(s) do they end up with?

With a background in fitness, here’s mine from three-four years ago:

“I help women in their 30′s and 40′s who are struggling to lose 10 pounds or more to not only stick to exercise but also to enjoy it, so that they can slim down to their sexiest weight and have men not leave them alone!” [Ladies, does that get your attention .. ?!]

A formula like this can help get you clients because…

#1: Identifying a specific type of person and talking in specifics always out-performs speaking in “generalities”.

#2: You’re addressing their BIG problems. The emotional pains that these problems are causing them is exactly what motives people to take action and get help (your help).

#3: You’ve explained, in a very concise way, how you work with people. This way they “get” what you do in way that makes sense and isn’t confusing.

Notice I do not mention the word personal training or personal trainer!

Why? People don’t care about HOW you help them get results. They just want the results.

#4: You’ve talked about the specific RESULTS that they want (not the result itself but what that result will mean to them). That’s what really motivates people to buy your services (whether you are a Trainer, a Coach, a Mentor etc)

Now, here’s what you to do… think of some places where you can actually use this over the next few days and watch how people respond.

Get others to help you craft your “what I do” statement. It will become that much more powerful.

But here’s my caveat; when it comes to using it – be situational. Switch it around depending on who you are talking to and where.

By that I mean if I was talking to a lady in her 30′s or 40′s, I would leave that part out.

I would simply say when asked: Have you ever exercised? What was your experience? Well I can help you get around that AND help you slim down to your sexiest weight. What difference would that mean to you?

Much more subtle, eh?

Noel Lyons
Mentoring Tomorrow’s MavenPreneurs

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