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« You're Always Telling a Story | Meaning Before Marketing »

November 8, 2007

Telling Others What You Do

Posted by Brad Abare | Filed under: Brand & Identity

Blogging buddy Nick Rice has an excellent post this week about how to respond to the common question we get asked all the time: "What do you do?"

Instead of the typical responses that we always give (lawyer, accountant, designer, doctor, etc.), Nick says we should instead respond with a simple statement stated in this formula:

I work with (target audience) who struggle with (issue/challenge).

Nick suggests that "this short and sweet formula is the beginning of revolutionizing your marketing efforts."

I love this simple approach and the potential conversation doors it opens up. It creates a whole new frame for communicating with others.


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Comments

Stumbled across your site while researching for ideas on how best to express power of brand. Saw this blog entry, which is thought-provoking. Methinks that I'll incorporate this suggestion into how I describe what I do and will encourage others in my company to do the same.

Posted by: Matt at November 8, 2007 8:18 AM

You have made my day. I often struggle with networking introductions.This simple and direct approach is perfect.

Hi, My name is Debbie and I work with women who struggle with travelling alone.

Thank you!

Deb

Posted by: Debbie at November 8, 2007 10:58 AM

Brad, hope you guys are doing well since we last saw each other in NYC. Thanks for the plug.

- Debbie, think about how much more powerful this is in initial conversations, than saying "Hi, I'm a travel agent." or "Hi, I'm a life coach."

When you use this formula almost everyone can think of someone they know that struggles with the challenge you mentioned and in less than 30 seconds, you've radically increased your chance of referral - without coming off as cheesy if you know your target audience.

Posted by: Nick Rice at November 22, 2007 8:35 PM