We’ve all heard about the “blurb.” It’s that short phrase you use to describe what you do for a living. Often it’s the first and, maybe if handled incorrectly, the last, contact you’ll have when meeting a potential client. It’s more important than your name when introducing yourself. When it comes to creating a blurb to describe what you do, think benefits. Most people are interested in what’s in it for them. Also, try to use a blurb that offers an open-ended question. Those are the kind where a simple “yes” or “no” isn’t going to cut it. It should beg for more info. Saying something like, I’m a graphic designer,” is, frankly, boring and closed-ended. Its fitting reply is, “Oh, ok” Sorry, but the same thing goes for “I’m a photographer, a writer, a business consultant,” etc. I tend to use something along the lines of, “I help people grow their businesses.” That usually gets a reply like, “Really? How do you do that?” The problem with most blurbs is that they tend to be introspective and focus on features, rather than benefits.

Think about what you say to the guy across the table or in the elevator. How does your blurb help your potential prospect? Maybe, “I help small businesses reach their marketing goals.” Or, even better — “I help small businesses make more money.” I can pretty much guarantee you that will turn a head and get a response asking for more info. If one says, “I do logo design,” what’s the benefit? Maybe it’s separating from the competition or enhancing visibility in the marketplace.

Benefits hit people on an emotional level. In some way, shape or form, a benefit helps them feel more secure, feel better about themselves, save time and feel happier. So, look at what you do and whittle it down to its core benefits. Also, keep it simple. That means leave the trade jargon at home and shelf the ten syllable words.

Finally, try to avoid a canned spiel because they tend to sound like ... well ... canned spiels. Once you get to a place where you know the benefits and value you bring to the table — and you truly believe it — your blurb will flow effortlessly.