The Right Way to Answer the Question “What Do You Do?” with Sharlene Lynch

I think the, probably the first question I need to ask is what makes it so hard for people to explain what you do? 'Cause it's not necessarily that people have poorly designed programs or they haven't thought things out, but w- what is it, why is it so hard to come up with a, just a short answer as to what you do?

I'm smiling from ear to ear because this was me.

So I totally get this.

We get to chapter 20, and we're trying to explain to people that are at chapter one what we do.

So we're using our language, our acronyms, all of our thinking at our chapter 20.

But the conversation, the people that we're trying to help, our avatar, our clients, they're sitting at chapter one.

So we need to use language that lands for them, and we need to speak to the problems that they see they have because we know they, what they need to get there.

However, that's not necessarily the problem that they have up the front.

They will come to you with a different type of problem, so we need to meet them where they're at and then, and guide them to the outcome that you supply.

One of the things that this discussion kinda reminds me of, it's a quote, and I f- I don't remember who it is that first said this, but it was something to the effect of any idiot can make something sound complicated, but it takes a genius to make something sound simple.

And I feel like that's what we're trying to do here is-

Yeah.

[laughs] I absolutely love that.

We get lost...

We can't see the trees for the forest because we're living our outcomes.

We are working with clients, we're doing all of those things, we're getting the runs on the board.

It's like having to break everything down to create an SOP, to create a standard operating procedure.

It's like breaking it down step by step, but even more importantly, using language and visuals to speak to your perfect audience.

Now, one of the things, when you were speaking, one of the things that kinda came to mind is that the objection I get sometimes is that people who are on chapter 20, they feel like they want to market to somebody who already knows all the stuff, like they're already sold on what it is that they're doing and they just wanna speak to the people who know the lingo, who are very advanced in their knowledge of what they, what it is that they do and they're ready to buy now.

If that's the case, do we still need to simplify things for people? Do we still need to have that simple message, or can we just try to market to those super advanced people?

Yes and, Todd.

Yes and.

So this is why one of the very first models that we get clients to create is an outward-facing client journey.

So we all know in marketing world we have an inward-facing client journey so that we can track all the touch points for our clients and we know how to turn up, whether that looks like an email or whether that looks like a phone call or whatever it is that's in your inward-facing client journey.

What we need for our clients is an outward-facing client journey so that they can self-select where they are, and this is really powerful if you're running a master class.