Whether you’re looking at your marketing plans for next quarter or next year, you have to start with some basic marketing questions. After all, if you don’t know the basics, you can’t very well build a strong foundation for your marketing efforts. The first question you’ll often be asked is what do you do? Do you have a good answer?
It’s Not a Trick Question
As much as you might want to think otherwise, what do you do is not a trick question. Quite the contrary, in fact: it’s very straightforward. Unfortunately, some people try to make it harder than it is.
There are two ways you can answer this question:
- Direct, with a simple response (e.g., Realtor)
- In a cutesy way that leads people to wonder (e.g., I help people fulfill their dreams)
While both of these work, when it comes to marketing, you need to be clear first, fun second. If you’re not clear, you’re going to lose your audience before you have the opportunity to explain yourself.
Where It Matters
There are two big places where the answer to what do you do need to be crystal clear:
- On your website
- When you meet a new person
On Your Website
We live in a fast-paced world. And we all have competition, especially on the worldwide web. When a prospect lands on your website, they need to see what you do quickly—usually within 3–5 seconds. If they don’t, they’ll move on to the next website to find what they’re looking for.
Put what you do—clearly and with minimal fluff—above the fold, right at the top of your website.
When You Meet a New Person
After the formalities of exchanging names and shaking hands are taken care of, the next question is almost always, “What do you do?” In a social setting, this is usually easily answered with a straightforward response. However, many networking gurus have suggested using something a little catchier at a networking event.
Is that okay?
Well, it depends on your response.
Granted, when you attend a networking event, the likelihood is that there will be a number of people there who do what you do. And, naturally, you want to stand out. Hence why that advice has been given.
But you can be clear and creative.
Why not say something like: “I’m a Realtor. I know, you already know 20 Realtors, and you may even have your own license. But what makes me different is that I sold 300 homes last year. Many of my colleagues don’t sell 1% of that in a year.”
You’ve answered the question without making them wonder, plus you’ve provided a stellar reason for them to get to know you better. We’d call that a win win.
Avoid Providing a Laundry List of Services
On one side of the coin is the person who wants to be cute in answering the what do you do question. But on the other is the person who wants to tell you everything they do. Have you seen the UPS Store commercial that does this? People literally walk away while the UPS employee is listing everything she does.
Don’t be that person!
Instead of giving a list of what you do, sum it up as best you can. While an electrician can certainly list all of the services they provide, they can just as easily say what they specialize in, such as residential new builds and upgrades.
So What Do You Do?
While you may know what you do, if you can’t clearly share that with your target market, you’re missing opportunities. Ink & Quill Communications helps companies determine, succinctly, how to share what they do so that they can drive more quality interactions and, ultimately, more revenue.
If you need a better answer to what do you do, let’s talk.