I’m always enlightened when I meet business owners and entrepreneurs who are challenged to define the core scope of their businesses. Often I hear, “Well, I sorta do this…”, or “and I also do a little bit of…”. Not suprisingly, there are hundreds of business owners who just don’t know what they do.
In this economy, people have been forced to start businesses doing whatever they can – many times a hodge podge of things – just to pay the bills. Most have no business cards, or have ones with generic sayings like, “We do it all!”, and “Whatever you need done!”. If you can’t explain what you do, how is anyone else supposed to know?
Now don’t get me wrong. I’m not one to knock anyone’s hustle, but at least know what your hustle is. Sometimes we can get so overwhelmed by our own skillset that we are too busy doing the work to slow down enough to be able to sort out what we are offering to the public. As my grandfather used to say, “A jack of all trades is a master of none.” This isn’t an uncommon situation, but you still have to think for the other side of the coin. Is anybody going to remember the list of 15 things you do? Probably not, and you won’t be the first to come to mind when they need help, or are in position to refer you.
I came across this situation myself decades ago, when I was asked that infamous question, “What do you do?”. I remember standing there grasping to explain that I was sort of a web developer but really more of a business consultant who does whatever the client needs to get exposure online and take the stage for a niche platform. A mouthful of mush that didn’t make sense to me, so I know it didn’t make sense to the questioner. It took me a minute or so to collect my thoughts, and I could tell the person was losing patience with my answer. Pushing a business card and saying “Check out my web site” wasn’t going to be enough to land the contract. I was so embarrassed.
That weekend, I took a hard look at my entire body of work. I picked it apart, tossed it up, flipped it, shook it out of my head and got it all down on paper so “I” could see what I do. Then I came up with an elevator pitch. A few lines I could rehearse, and rattle off as necessary so that I wouldn’t sound like a bumbling idiot EVER again. (At least not regarding that question.) The next time that question, “What do you do?”, came up, I was in a position of power! I was comfortable and confident, and it rolled off my tongue as if I’d said it a million times. My elevator pitch was spot on, and the person was very clear about how I could influence their business, and their visibility in the online world.
The lesson here, is that we all need to slow down and make sure our business efforts are not in vain. Some of us are stuck at start because we’re too busy doing the work, and not able to effectively communicate what we can do. Staying in that frame of mind might snag you a few dollars, and might even pay a few bills, but it won’t position you for long term growth as a company.
If you’ve identified yourself as a business owner or entrepreneur who needs to lock down your core services, paper and pen is a great place to start. Make a list of everything you think of, then cross out anything that just doesn’t make sense. (Think Sesame Street. Which of these things does not belong here? Which of these things are kind of the same?) With whatever is left, you’ll have a high-level view of your business focus, and you can begin to formulate your own 3-4 sentences that describe what those things are – your own elevator pitch.
The first time you say it in public, you might feel a little self-conscious. You’ll tweak it over and over again until you’re comfortable that people are getting an accurate picture of what you do, and how you can help them.
By the way…
I’m an internet business strategist. I help business owners and entrepreneurs establish an interactive platform online to market and promote their products, services and themselves.
Pretty cool, huh?
