How to Get People Excited About What You Do – Retail Marketing Tip #4

Marketing is the engine that drives sales! Without effective marketing strategies and tactics, sales slow and profits dip. Here is the marketing series that will give both general marketing insights and practical, proven marketing tactics. Use them to rev up your company’s sales and profits.

Before you know it the season of football tailgates, Halloween bashes, and holiday cocktail parties will be in full swing. Now’s the time to come up with a really good answer to the inevitable party question…”So, what do you do?”

Create a 30-second “blurb” about your business.

But don’t do it the traditional way by giving your job title or primary product first. Try this:

Start by identifying the main problem that you solve for people.

“You know how… (insert the problem people have)? An example for an insurance agent might be, “You know how people hate to buy insurance because they’re never really sure if they’re getting ripped off?
Then explain how you solve the special problem.

“Well, what I do is…. (insert how you solve the problem). Our insurance agent might say, “Well what I specialize in is giving six different quotes on policies from six different companies.”
Tell about the results you achieve.

“My customers… (state the benefit your customers have received). The insurance agent again: “That way my customers know they’re getting the best policy for the very best price and they never feel like they’re getting ripped off.”
Finally, give your job title or primary product.

“I am…(insert your job). or “I work at (own)…(insert your company). or “I make…(insert your product or service)” Our agent might say, “I own Edna’s Insurance Emporium.”
Using this template gives you the chance to give a small, but important, piece of information about what you do before your conversation partner has tuned you out.

Come on, tell the truth. How much would Edna have been able to tell YOU about her business if she started with, “I’m an insurance agent.”

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