How to Speak about Your Business (So You Get Some)

by Lynn Grasberg

You've probably been doing what you're doing for a while. Or maybe you just wrote your four millionth resume or started you're tenth company. Whatever your situation, it's quite possible that you've become a little stale or uninspired about how you describe your business. Maybe that old elevator speech – the sound bite you use at parties and business networking events – is getting a bit long winded, or dull, or kind of phony in an upbeat sort of way. Time to add some life to it. If you're bored with it, think about how your listeners feel!

You need a fresh way to talk (and think) about what you do. I recommend coming up with a NEW JOB TITLE and a ONE-LINER that gives a benefit to the people you talk to and tells  them whatcha got to give 'em. I actually recommend doing this periodically as you – and the work you do – keep evolving.

Your New Job Title

Here are two ways to shake up what you call what you do. 1) Make up new words to describe it. 2) Use the acronym of your old job title and fit new words to it. Using the first method, a school counselor could become a YES person (Youth Encouraging Supporter). An investment banker might be an MM (Money Multiplier). A radio talk show host might morph into an IIB (Inspiring Idea Broadcaster). Brainstorm alternative job titles with your friends. It's good for a lot of laughs and you'll all find out more about each other's businesses.

As a humorist and a professional speaker, I've got a BUNCH of job titles, and just look at the impressive array of letters behind my name: Lynn Grasberg, CCO, HA, NTC, RM, CC, HRC (Chief Comic Officer, Humor Activator, Non-Toxic Comic, ReMirther, Corporate Clown, Humor Relations Consultant . . .)

Now, for the second method - fitting new words to the acronym of your old title. At a recent program I gave on this topic, a man specializing in International Business Development was dubbed "I'm a Big Deal" by his colleagues. At another program, a DataBase Specialist became a Darned Brilliant Sortologist. You get the idea.

But, Seriously - Your One-Line Benefit Statement

Okay, so you've enlivened your job title a bit. (Even if you use the old one, you've jiggled it and thought about it with some fun so it ought to sparkle a little more when you say it.) It's important now to let people know WHY they want to come to you. What need of theirs do you meet that makes you unique?

When I spoke to COPO (Colorado Professional Organizers), I coached a number of the members to find ways to differentiate the services they offered. One woman specializes in helping overwhelmed mothers with big houses and small children. Her catch line? "I help you handle your house with Remedial Home Ec." A real estate agent I've worked with finds affordable housing for people at all income levels. After working with me, she says "I can help you move into a quality home within your means." Again, it's generally more fun to come up with lines like this with the help of at least one other supportive human. (And we're often better at thinking up this sort of thing for someone ELSE.) So call a friend, or a group, or maybe even me. Because, after all, "I'm Lynn Grasberg, Presentation Skills Coach. I help you speak so others listen."