How do you explain to people what you do? More specifically, how do you explain what you do in a way that they’ll understand?

There are a few keys to making this work:

  1. Make it about them, not about you.

  2. Ditch the jargon and expert speak.

  3. Be clear about the problem you solve, and what that means for them.

Watch the video for some more details, but essentially there are a couple of formats for this sort of thing:

Example 1:

Sentence 1: I work with (clients as they identify themselves) + (what they want)

Sentence 2: The only problem is (their problem) .

Sentence 3: Together we (what you do) so they can (end result) + (optional deeper result).

Real world example:

I work with motivated, creative business owners who love what they do and want to grow their businesses. The only problem is they’re not sure how to market themselves online and they dread self-promotion. Together we work to get clear on their message, overhaul their websites, and get past their fears so they can promote their business with confidence, attract great clients, and make more money.

Example 2:

Sentence 1: I’m a (title) who works with (clients as they identify themselves) + (their problem).

Sentence 2: Optional: (Their fear).

Sentence 3: I (do this) so they can (end result) + (optional: deeper result).

Real world example:

I’m a filmmaker and photographer who creates short films and photo stories for businesses that want to grow their brand as socially and environmentally conscious. They’ve seen content they love, but they feel lost about where to start to create their own campaign. I help them tell stories that are relevant to their brand so they can reach more people, and make a positive impact in their communities, industry, and the world at large.

Example 3:

Sentence 1: I help (target client) (achieve results) while (removing pain point).

Sentence 2: Whether (target clients) want to (results), (result), or (result), I (the work you do) so they can (the deeper result they want).

Real world example:

I help students achieve big results in their writing while taking parents off the hook as Writing Homework Police. Whether students want to improve their grades, get accepted to college, or develop their passion for writing, I provide the individualized coaching they need for a competitive edge.