The Question

"So, what do you do?"

It's a great question - don't waste it. A well- thought out answer could be just the door opener you need. On the other hand, a muddle of off-the-cuff words could mean a missed opportunity.

Kathryn Ryan, owner of Creative Wellness was struggling with just that experience when she joined one of my Mastermind/ Coaching groups . She hesitated and stumbled over her introduction to the group often ending with the label "energy healer." This went on for weeks and nobody really got it.

Recognizing the problem, I assigned Kathryn the task of devising a sound-bite description that her prospects would find compelling. And, to make it real, she committed to deliver that message to 100 people.

Kathryn rose to the challenge with enthusiasm. After trying it out in public over and over again, she came back to our group and tested it out on them. When they heard her newly devised commercial - I increase the vibrational frequency of other people's fields - they all leaned into her with interest. By the end of the session, everybody had scheduled an appointment.

To be compelling you need to define what it is you do and for whom you do it. I arrived at a succinct message for my business - Leading Remarkable Women to Uncommon Success - by focusing on the benefits to my clients.

It's always helpful to keep your target audience in mind. Are you marketing to men, women, baby boomers, an industry niche? Consider your audience, and speak directly to them.

Getting used to your new message can take a little practice. So, try it out at home. Repeat it until it becomes a polished gem that you can retrieve at a moment's notice. Okay, that may sound a little canned. But trust me on this one, canned is a good place to start when you only have an elevator ride to make your pitch.

For Kathryn, once she'd clearly defined what it is she does in an accessible phrase, she found her audience was eager to know more. Her initial message served as a curtain raiser offering an invitation to explore further. (It definitely got me interested. I've now had many sessions with Kathryn and emerge from each feeling energized and renewed.)

It's never too late to hoist your own flashing neon sign to draw people in. A good way to start is by asking yourself:

• Is my message clear?
• Which words will make my service irresistible?
• Does my prospect 'get' it?

Once you have a defined message, you'll be eager to hear the question.

So, what do you do? I'd love to know.