Ingredient: 10-Second Introduction

Your 10-second introduction is a concise summary of your business that you can use when you shake someone’s hand, stand up in front of a group, or call someone on the phone.

It describes what you do and who you do it for in a clear and memorable way. One effective format is the benefits-oriented introduction, where you state the key benefit of your service before giving your occupation or job title. Here are some examples:

“My name is Joyce Ozier and I help Vancouver retailers get more window shoppers into their stores. My company is Wow! Windows, and we provide retail display and design.”

“My name is Peter Marconi and I provide Chicago financial services firms with persuasive tools for winning new clients. I’m a marketing communications consultant.”

“I’m Carmen Sanchez, and I help working mothers take practical steps toward living a more fulfilling and balanced life. I’m a life coach.”

“I’m Fred Patel, and I deliver talented, high-caliber professionals to fill essential positions at information technology companies nationwide. I’m an executive recruiter.”

The advantage of this format is that it positions you in the mind of your listeners before they have a chance to form their own opinions about what you do. If you introduce yourself as an attorney, for example, your listener may think you are a business litigator, estate planner, or do criminal defense work, none of which helps you get clients if you do family law. An introduction that begins, “I work with people going through divorce to help them get what they’re entitled to,” is both more specific and more memorable.

Notice that all these introductions use plain language rather than industry jargon. Unless you know exactly who your listeners are and what vernacular they speak, use terms a 12-year-old would understand.