The 5 Mistakes You Make Most Often When Describing What You Do

Your work is great. You know it, and others know it, too, but as a values-based creative entrepreneur, you don’t go around being all loud and pushy about it. So how do you reinforce it with your ideal client and let her know what you do, in a way that’s not salesy or awkward? So she’ll not only know how good you are, but she’ll also know what great care you’re going to take of her, and that she’s going to get exactly what she wants and needs from you?

Or, as one fair soul asked me during our consultation in December, “How do you tell someone you’re wonderful?”

Before we can talk about how you describe what you do, let’s take a look at what you may be doing wrong now that’s stopping any chance of working with that prospective client.

1. You may be doing work you don’t believe in.

If you’re not well placed in your work or if you’ve chosen the wrong niche – if you feel you should be a dog trainer instead of the copywriter you are, or if you should be working with authors instead of executives – it’s going to show in your work. And it’s going to show in the way you talk about how you serve your clients. You’ve got to be passionate about what you do in order to interest people in working with you. If you can’t be passionate about your work, find a way to be passionate about the way you deliver it.

2. You may be offering what you think your clients need instead of what they actually want.

This is an easy one to get caught up in, especially if you’re really good at what you do – because you probably do know what your client needs. But the first rule of marketing success is to find a starving market, not to provide something and then talk people into buying it.

3. You may be talking from your point of view instead of your client’s.

Things often look very different from the client’s point of view — have you put yourself in his shoes? Have you put your offer in language that shows you understand what he’s up against? I love the C.S. Lewis quote, “What you see and hear depends a good deal on where you’re standing.” Where are you standing?

4. You may be doing what everyone else is doing, or saying what everyone else is saying.

Do you blend in with the crowd? Does your message sound exactly like your competitors’ messages? Do you “exceed customer expectations” or help your clients “get to the next level,” “live the life of their dreams,” or blah blah blah blah blah. . .

5. You may be telling them what you are instead of what you can do for them.

Do you tell people you’re a coach or a web designer and leave it at that? Very few clients are looking for people with titles. Most clients are looking for solutions to their problems, results, or things that will make them feel great.

So how do you let your ideal client know what you do, in a way that’s not pushy or salesy or awkward, and also gets across the fact that you’re unique and wonderful and absolutely what they want and need? Get rid of these 5 mistakes and you’re well on your way.

If you want to know more, check out my 4-week small group interactive program, beginning March 2nd! You can also listen to the recording of my teleclass, “The End of the Elevator Speech: How to Have Great Conversations that Will Show How Interesting You Are & Get You Picked Over the Other Guy.” (The class is over, but sign up so you can get the recording.)