What do you say when someone asks, "So what do you do?" I want to help you turn this question into an opportunity to get clients.

To get clients, you need to be able to describe what you do so people instantly get it. When you can do that, new clients will say, "Oh, I need your help." Another person might say, "Oh, you need to speak to my sister, Tina, she needs to meet someone like you."

In this article I’m going to show you exactly how to answer the question in a way that is guaranteed to get you new clients.


First of all, let's take the pressure off. A big mistake that people make is thinking they need one perfect sentence.  They look for the once sentence that sums up all the things that they do and how they make a difference to their clients.  Or they start describing the processes they use to get results.

I recommend that instead of talking about yourself, you describe the people you help and how you help them.


I am going to give you a formula for coming up with a great answer to the question, "What do you do?"

This will be an amazing conversation starter.  We will match up a description of the people you help with a description of how you help them.

That's it. That's the formula in a nutshell.


"So, what do you do?" A great conversation starter that will lead to new clients

create your client description

Let's start by talking about a description of the people that you help.

To do this right, you want to describe the people you help in a way that if you're speaking to someone who represents your target audience, they're able to respond, "That's me."

When you describe your audience in terms of a challenge or current problem they're facing, you're much more likely to generate that "That's me" response.

If they're not your target audience, they will be really clear on how they would recognize that person - even referring a new client to you.

case example:

A few years ago, I was leading a workshop on getting clients. And when all the participants were introducing themselves, one of the participants said, "I help women transform their relationship with food."

I asked her, "If you think about your ideal client, is that woman waking up in the morning and saying to herself, 'I wish I could transform my relationship with food today'? Probably not. She might be saying, 'I ate too much yesterday,' or, 'I'm sick of dieting,' or, 'Will I ever permanently lose weight'?"

This example shows that when we don't know who our ideal clients are, we can end up using language which doesn't match how the clients describe themselves or the problem they want to solve.

So I asked her to describe her ideal clients in terms of a challenge they were facing. She said, "I help women who want to get off the dieting roller coaster."

Can you hear the difference? Isn't the second example much more likely to get a "That's me" response?

What would happen for you if you could describe what you do so that people immediately get it, and your ideal clients are able to say, "I need that"?

Can you see how that would help you get more clients?

match your description with a statement of how you help them.

Now that you've described the type of person you help in a way that they're able to say, "That's me," it's time to match that up with a description of how you help them.

Let me give you an example.

Let's say your target audience are moms who don't have enough time.

So your example might go like this, "I help moms who don't have enough time to get 90% off their To-Do list so they can have more time to spend with their family and do things they really love."

Can you hear how natural and conversational that is?

It's not some flashy advertisement showstopper, this is a conversation starter.

It's natural, it's authentic, it's engaging and can get the conversation underway.

In fact, it naturally invites the question, "How? How do you do that?"

use the formula to get clients

When you put the formula together, remember, we're not looking for a perfect strap-line that you'll be casting in stone for eternity.  You are looking for a simple conversational sentence that you can use the next time someone says to you, "So what do you do?"

You simply describe the person that you help and you match it with a description of how you help them. That's it. 

That's all you need the next time someone says to you, "What do you do?"

As you put all of this together, the key is when you're describing yourself, instead of talking about you, you talk about the results you deliver rather than what you do.

Now, go ahead and create your own answer to "What do you do?".

This is one marketing tip I use to get new clients.  If you'd like more free tips, then join my Facebook group "Business Smarts with Heart" by clicking on the box below.