DesignBiz Rx Weblog

At the DBRx meeting in Atlanta, we started you off with the “10 stories” scenario. Here’s one way to take that idea and apply it more directly to your business.

Ask yourself:

What has happened in your life, good or bad, that would be the most useful to share with others?

Answering this question helps define what separates you from all the other design choices out there. Because most likely whatever services you provide and skills that you offer, there was a path that led you to want to do what you do—and people are interested in that path. Telling people your story—how you got to where you are and why you are doing what you do—makes a connection. It helps potential clients get to know you, learn to like you, and to trust that you are who you say you are.

This story, your story, will help you answer the “So, what is it you do?” question with more than just the generic “I’m a designer”, or “I’m a window treatment specialist.” It gives you an authenticity and uniqueness that no one else can match…because no one else has your exact story.

The goal is to be able to answer the “What is it you do?” question with a honest, clear and compelling statement that leads them to then say…“That sounds really interesting, I’d like to know more…”

Remember, being a designer is no longer enough.  Design clients, like all consumers today, want more. How do you make the design process faster, easier, more enjoyable, more entertaining, more fulfilling, etc. What is your design niche?

For example, if you were a high-school guidance councilor, saying, “I’m a guidance councilor“ is not particularly interesting. The person asking already has their own idea of what a guidance councilor is and does. However, saying, “I help kids plan and prepare for the future they believe in,” may just prompt them to ask, “Really? Tell me more…”

Ask your current clients what benefits they receive from working with you. You may be surprised by their answers, and those answers will help you craft a compelling answer to the “What do you do?” question. When you ask your clients this question, get them to think past the superficial. Ask them to get to the root of what value your service gives to their lives. Ask them to describe the most enjoyable, most surprising and/or most unexpected aspect of doing business with you.