At some point in our society, “What do you do?” came to mean “What’s your job?” It’s one of the first questions people ask when they meet you, or when you’re forced into some awkward small talk at a party or other group function.
For most people, it’s a pretty easy answer. I’m an accountant, a doctor, an IT person, a sales manager . . . every job has a name.
And with most jobs, there isn’t much of a follow-up conversation unless you happen to work in the same industry with the other person and can talk shop.
What Do Business Owners “Do?”
When you’re a business owner, “What do you do?” has a much greater significance than for the traditional job-holder.
The trouble is, a lot of business owners — and especially online business owners — have trouble effectively answering the “What do you do?” question.
Sure, you can say, I own my own business. It’s called Patty’s Party Palace and we sell every kind of party supply you can think of.
And while that’s not a bad answer, it could be better.
Your Goal as a Business Owner
If you want to be a successful business owner, your main goal should be to provide a quality product or service. If you don’t have that, any success you have will be short-lived, no matter what other magic you have.
But assuming your product or service is top notch, your next objective is to be attracting as many of the right customers as possible, while spending the least amount of money you can on advertising.
Obviously, the less you have to spend on advertising, the higher your profits will be.
And, even better, the potential customers you reach through other methods such as word-of-mouth, referrals, and your own networking, are usually more targeted, which means they’re already “warm” to you and are easier to bring on board, as well as likely to stay with you.
Redefining "What Do You Do?"
Now getting back to our “What do you do?” question, you’re hopefully starting to realize that you can answer this question in a way that provides the best kind of free advertising for your business.
But to do it effectively, you have to plan it out. And you have to start looking at what you “do” in a different way.
The standard answers have you thinking, “What is my job?” or “What product or service does my business provide?”
The more effective answer calls for you to ask yourself “What desired outcome do I provide for my customers?”
For example, at Kids Party Characters we provide characters and other entertainment for children’s birthday parties.
Technically, that’s our business anyway.
But what we really DO, the desired outcome we deliver, is to take your child’s dream birthday party and turn it into reality with characters played by professional actors who put on a unique and engaging show for your child and her guests.
It’s not hard to see that while our business is interesting to people, what we do makes people want to know more.
How to Make Money With the “What Do You Do?” Question
There’s a lot written on the subject of how entrepreneurs should answer the “What do you do?” question.
You’ll often read advice that tells you to always have a 30 second “elevator pitch” prepared. That is, be able to effectively tell someone what you do in the time it takes to ride the elevator.
And while this is solid advice, it often leads to crafting an answer that feels uncomfortable and just sounds weird to the other party.
It’s important that your answer not sound like a “pitch” for your business.
People don’t like to be sold, especially when they’ve simply asked what you do.
Your goal in answering the question is to peak their interest and make them want to know more. Don’t worry if your business doesn’t provide anything they’d ever need or want. They know people, and they know people who know people.
All we need at Kids Party Characters is to get filed away in everyone’s mind that we’re the go-to place for your child’s next party. So even if someone has no kids, when the topic comes up at the office water cooler, they can say, “I know someone who does that.”
And boom, we’ve got a referral. Best kind of business there is.
So, in formulating how you’ll answer “What do you do?” next time, start by writing down all the desired outcomes you achieve for your clients.
A handy formula you can use, or at least start with is: (your ideal client) often struggle with (problem). I solve this. I do this by (solution).
For example: High school teachers often struggle with how to provide engaging lessons to their students. I solve this. I do this by offering an interactive curriculum that engages all their senses and accommodates several different learning styles.
When brainstorming what your next answer will be, focus on being natural, talking about the desired outcome you provide, and leaving the other person wanting to know more.
It may not get you a new client today (although it could!) but your business is a long game anyway, and telling people “what you do” is a great way to plant many fertile seeds.
And if you need help with this or any part of your business, or are looking to start a business but need some guidance, remember that Kids Party Characters owner Cheryl Jacobs is passionate about helping moms become work at home moms.
Check out the unique business opportunity she’s put together with Kids Party Characters, and book at free, no-pressure chat with Cheryl to get all your questions answered and take the first steps to becoming a successful business owner.
Also be sure you’re connected with Kids Party Characters on Facebook, where we post daily updates on the magic we bring to kids’ parties, as well as our best tips and strategies for working from home while raising happy and healthy kids.
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