Yesterday, I shared about the one question that I, as the CEO of a marketing company, dread more than any other.

“What do you do?” 

While no marketers worth their salt want to be asked that question, there’s one more question we should be careful about. 

Let’s assume that we weren’t as clear as we could’ve been on our website, and someone asked what we do and we answered. 

Dread starts turning to death when they listen to what we do and then ask, “So, what does that mean?”

Even after explaining what we do, if our prospect needs further explanation, we might need to:

1. Rethink how we introduce ourselves.
2. Aim for absolute clarity with every sentence.
3. Insist on simplicity in the choice of our words.
4. Reorder our responses so that the clearest point is told first.
5. Evaluate if the new response is hitting home, else go back to step 1.