What do you do?  What do you sell?  Seems like an easy question, but really it’s more complicated than it would seem.  If you sell widgets, you might say, “I sell widgets”.  But that’s not really what you are providing. 

One of the sections of my “Down and Dirty Marketing Plan” involves spelling out what  good or service you provide your customers.  And when it comes to answering this question, you need to dig a little deeper.  You have to know not only what literal good or service you provide, you need to know what your customers actually get.  Do your customers get a widget, or do they get what the widget does?

Once you can frame what you do in terms of what your clients actually get, it becomes a lot easier to market yourself.  Once you know what your clients get from you, you can better speak to the benefits of your product or service, rather than the features.  Because when you’re marketing, discussing benefits always has a better impact on your potential clients than features.  Example… which would you be more interested in… a widget with 3 splurgity gurgs and 200 whatchamacallits, or a widget that makes it easier to clean your bathroom?

So what do you do?

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