What’s Your Best Pitch?

“You have the creative power of the universe on the tip of your tongue”
– A Course in Miracles

In This Issue:

What’s Your Best Pitch
by Krista Jones

With regard to your career, what’s the most important question you ever have to answer?

Is it…

“Do you have any samples?”

“What do you charge?”

Or…

“What do you do?”

The last one—by far.

Think of the times you have asked people you just met what they do. What you are really asking is, “Who are you, and why should I consider talking to you?” Right?

So those four little words have powerful implications. And what’s worse, they have no boundaries. They can sneak up on you whether you’re speaking with someone you just met at a party or chatting with the Team Mom at a Little League game.

The problem is “what do you do?” is such a common question that it is far too often misunderstood and discounted.

How many times have you heard someone answer with “I’m just an insurance salesman?” Perhaps you’ve even said something like this yourself. If so, you are sending the message that you do not see the value in who you are and what you do.

I have to admit, I was awful at answering the question when I was getting started as a copywriter. When someone asked me what I do, I’d hem and haw and say something like, "Well, uh, I used to be an Environmental Scientist, but now I’m a copywriter. I write sales letters…help people put together their websites…you know, that sort of thing.”

And every time I said something like that I blew a perfect opportunity to make myself shine.

Don’t let that happen to you. Have a clear and compelling response ready so that you can attract prospective clients to you.

This might sound a little dramatic, but how you answer that question not only defines who you are today, but it can determine how far you will go in life. I say that because like your thoughts, your words have the power to create experiences.

So spend some time coming up with an inspired answer. Answering the “What do you do?” question with “I’m a copywriter” just isn’t good enough. It puts a label on you and leaves others to judge what that label means. After all, the word copywriter has a different context for everyone. Rather than letting people place their judgments on you, I encourage you to give them more information to go on.

I could give you examples of things to say, but the essence of attracting prospects to you is telling your truth not someone else’s.

And one more thing…

Since effective communication includes more than your words, make sure your body language, tone and intention are congruent with what you say. That way whether you’re casually chatting with a new acquaintance or giving a formal presentation, you’ll come across as genuine and interesting.

The point of all this is not to learn how to “pitch” prospective clients. In fact, it’s just the opposite. When you finish this process, you’ll find that the best “pitch” is not to have to pitch yourself at all. It’s simply using your own words to convey the magic of who you are and what you will do for others.

Try it. I’m certain you’ll be pleased with the results.

Resource Referral: Find Out Why People Should Want to Work with You

Need some help coming up with a truthful and compelling way to tell people what you do? Get a copy of a book called From Selling to Serving: The Essence of Client Creation.

In a nutshell, this book will help you discover your value so you can communicate clearly and effectively when talking with others about what you do. It helped me a lot. Check it out.

Reader Feedback: Way to Go, Suzanne!

Last week (CP Issue 85) I told you about Suzanne, a Copy Protégé Reader who was gun-shy about quoting rates to prospects after a disappointing incident with a prospective client who appeared to be ready to hire her. Suzanne was readying herself to contact another prospect, and asked for advice on what she should say if he asked about her rates.

Suzanne sent the following email a couple of weeks later:

“Since I last wrote I’ve spoken with two potential clients. Both are interested in my services. One needs to think about how he could use me; the other needs to address his accounting dept. Both want me to check back with them.

When I discussed my rates, I was able to apply your advice with one of the prospects. I asked him what his budget was but he just bounced the ball back in my court. I told him what I charged and he didn’t flinch – I took that as a good sign!

I’m finding that the cold-calling process involves lots of baby steps; every contact I make with a prospect brings me a little bit closer. It’s kind of exciting because I never thought I had it in me. But I made up my mind that this is what I wanted to do so when I feel myself starting to chicken out, I dwell on my ambitions for a while.

In the meantime, I’ll just keep chipping away. Maybe in a few weeks I can write back with good news of landing my first client! I’m confident that I’m getting close.”

What I admire most about Suzanne is that, even though she’s nervous, she keeps taking action. She keeps stretching out of her comfort zone…taking one small step at a time. She is definitely on her way to landing her first client.

Keep up the good work, Suzanne…and let us know how it’s going. I love it!