I got skewered the other day at dinner, and I totally deserved it.
After a long day of conferencing and socializing, a new acquaintance asked me what I do. And not wanting to sound pitchy or overly promotional, and a bit networking weary (yes, it can happen), I answered simply “I’m a marketing consultant.”
To which my good friend across the table replied, with an indignant look of WTF on his face, “Excuse me? Wait a minute. ‘a marketing consultant’? Try again.”
Whoops.
This is someone who knows me well enough to know what I do and why I do it, and he was good enough and tough enough to call me on the carpet when I needed to be called. So I did a retake with my conversation partner, explained that “I build and bridge brands between an offline and online presence, and teach businesses to take a common-sense approach to marketing and social media.” Much better.
Earlier that day, a woman in a conference session had asked a question of the panelists, inquiring about best practices for email marketing. One of them asked her what she did specifically, so they could give her a specific answer. She muttered something a bit vague about her industry, and that was all she managed. To think I was frustrated at her for not having an answer, and I didn’t even make good myself. (CC Chapman has an eloquent post about this very issue on his blog).
Why is this important? Well, beyond the obvious need to simply explain what you do, you have about 3 nanoseconds to catch and keep someone’s attention these days. If your description is boring and cookie cutter, no one will remember you. If it’s laden with too many fluffy buzzwords, you’ll come off as desperate or self important. People connecting with you want to get a snapshot of your capabilities and your personality in one, so don’t waste words.
So have you practiced your concise description of yourself lately? You, in a nutshell? Has it evolved? Don’t use big words. (Hint: if it scores big in Scrabble, skip it). Twitterers, can you fit it in 140 characters? (Mine doesn’t quite.)Try digging beyond the “what” into the “why”.
If someone stood you up in a room of people and asked you what you do, what would you say? Let’s have a nutshell-fest in the comments.
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I love that so many people were in that session and all felt uncomfortable by such a small little thing. Guess it goes to show that we think alike sometimes.
It is a fine line between always pitching and saying what you do. It is a line we walk every time we answer and I think everyone does it a little differently.
Great post and I’m so glad we got to connect and know each other in Arizona.
C.C. Chapmans last blog post..Age of Conversation 2 Now Available
I love that so many people were in that session and all felt uncomfortable by such a small little thing. Guess it goes to show that we think alike sometimes.
It is a fine line between always pitching and saying what you do. It is a line we walk every time we answer and I think everyone does it a little differently.
Great post and I’m so glad we got to connect and know each other in Arizona.
C.C. Chapmans last blog post..Age of Conversation 2 Now Available
Hey CC, So glad we got to connect, too. Truly.
I love the fact that you point out the difference between a pitch and an introduction. It is a fine line, and I think it’s hard to describe. But it comes down to whether or not you truly want to connect with a person vs. a prospect, and conduct yourself accordingly. 🙂
Thanks for coming by.
Hi Amber,
Thanks for reminding all of us that we need to always be aware of how we define our brands and discuss what we do. I’d add that we need to remember to do this every time someone asks the “what do you do?” question–whether it’s someone at a networking event or the person sitting next to you at the ballpark. You never know where the conversation could lead.
Best,
Daria
Daria Steigmans last blog post..When Robocalling Fails
Very great posts from both CC and Amber!
Do any of you remember the opening remarks where your “elevator story” was covered? It stuck in my mind as I often run into people who can’t tell me “what they do”, even at my own company!
Marketing is so full of buzzwords and lingo that speaking to non-marketers about “what I do” is difficult at points.
Your description is great, in my opinion. I get a sense for what and why you do what you do in 140ish characters. Now I need to go refine mine!
Hi Amber,
Thanks for reminding all of us that we need to always be aware of how we define our brands and discuss what we do. I’d add that we need to remember to do this every time someone asks the “what do you do?” question–whether it’s someone at a networking event or the person sitting next to you at the ballpark. You never know where the conversation could lead.
Best,
Daria
Daria Steigmans last blog post..When Robocalling Fails
Very great posts from both CC and Amber!
Do any of you remember the opening remarks where your “elevator story” was covered? It stuck in my mind as I often run into people who can’t tell me “what they do”, even at my own company!
Marketing is so full of buzzwords and lingo that speaking to non-marketers about “what I do” is difficult at points.
Your description is great, in my opinion. I get a sense for what and why you do what you do in 140ish characters. Now I need to go refine mine!
I help show companies how they can use social media to connect with and better understand their customers.
BTW this is a reason why I begged Ann to let me do one-on-one sessions last week in Scottsdale. You can learn SO much when you have to go back to Square One and explain what these tools really are, and what you really do.
Great post as usual, Amber!
I help show companies how they can use social media to connect with and better understand their customers.
BTW this is a reason why I begged Ann to let me do one-on-one sessions last week in Scottsdale. You can learn SO much when you have to go back to Square One and explain what these tools really are, and what you really do.
Great post as usual, Amber!
@Daria, That’s very true. I’ve encountered amazing opportunities in unlikely places, and it really helps to be prepared. But even more than that, I think going through the exercise really makes you *think* about what it is that you do, why you’re different, what you believe in. It’s not just a fact of explaining your job, it’s about articulating what you stand for. My personal version would probably be something different. I’m going to ruminate on that one.
@Katie – It’s so true that buzzwords have become so prevalent, but they’re mostly so empty. Give me words of substance, please, any day over yet another “innovation” meme.
@Mack – It’s really easy to forget that other people don’t live inside our world every day, so it’s important that we be able to give them a snapshot.
My stripped down version…
“I help brands communicate and connect with consumers in meaningful ways using PR and social media.”
Not sure if it’s bright lights and sexy, but I think it gets the point across quickly. What do you think? Too bland and boring?
david mullens last blog post..Do PR People “Spin?”
My stripped down version…
“I help brands communicate and connect with consumers in meaningful ways using PR and social media.”
Not sure if it’s bright lights and sexy, but I think it gets the point across quickly. What do you think? Too bland and boring?
david mullens last blog post..Do PR People “Spin?”
whoa. didn’t know it was going to attach my last blog post to the comment…
whoa. didn’t know it was going to attach my last blog post to the comment…
Paper shuffler, cheer leader, referee, baby sitter, professional optimist (I run an agency!)
Dirk Singers last blog post..Wikipedia – it’s all about me?
Paper shuffler, cheer leader, referee, baby sitter, professional optimist (I run an agency!)
Dirk Singers last blog post..Wikipedia – it’s all about me?
Amber, I’m new to your blog (thank @chrisbrogan for the tip). I have been doing elevator pitches for years and yet the way this is written is really fresh and pertinent advice. I really like the tie back to Twitter. You make a good point if you can communicate what you are doing in 140 chrs, why cant you communicate the why you do what you do in the same amount of space. I will now spend hours trying to figure that out!
Simon (@incslinger)
Simon Salts last blog post..Twitters New Hatchlings
Amber, I’m new to your blog (thank @chrisbrogan for the tip). I have been doing elevator pitches for years and yet the way this is written is really fresh and pertinent advice. I really like the tie back to Twitter. You make a good point if you can communicate what you are doing in 140 chrs, why cant you communicate the why you do what you do in the same amount of space. I will now spend hours trying to figure that out!
Simon (@incslinger)
Simon Salts last blog post..Twitters New Hatchlings
“I tip icebergs.” This phrase immediately invites a follow-up question that enables me to quickly get to what my agency does.
“I tip icebergs.” This phrase immediately invites a follow-up question that enables me to quickly get to what my agency does.
@Bob Reed That is fantastic!
I’m a content producer and social media instructor.
That usually gets a few questions allowing me to go into more depth(much like Bob).
@Bob Reed That is fantastic!
I’m a content producer and social media instructor.
That usually gets a few questions allowing me to go into more depth(much like Bob).
Great article. There is plenty of great info right, although in order to do want to allow you something — I am running Mac pc Os with the current beta of Chrome, and the look of blog is kind associated with bizarre for me. I read the posts, the actual navigation doesn’t work so well.
Great article. There is plenty of great info right, although in order to do want to allow you something — I am running Mac pc Os with the current beta of Chrome, and the look of blog is kind associated with bizarre for me. I read the posts, the actual navigation doesn’t work so well.