If you were in a room full of decision makers, could you inspire them to engage with you further?

What if you were in a small group of 10 other people possibly key to your business' success -- could you grab their attention enough to get to the next meeting or the deal done NOW?  Does it make them want to act ... with you alongside them?

What is the business story you're telling right now ... to your prospects, clients, members, employees, customers, prospective employees and the general public?   Is it compelling, inspiring and generating the right results?

Simply said, your story must be memorable.  It must inspire them enough to resonate with their hearts and minds.  If it doesn't, you'll know immediately as you are welcomed back at your office by the silence of your phone.  If it does, you'll be on a first name basis with your bank's account rep.

Here are my Top 7 recommendations to answer the question "So, What Do You Do?".

1. Keep It To Less Than 30 Seconds.  Simple, yet powerful.  It will take you about 75-80 words to get it done.
2. Serve Up a Powerful, Visual Headline.  Be sure to use five to seven words to make them say, "Tell me more!"
3. Make It All About Them.  Follow John Maxwell's advice: "If you treat every person you meet as if he or she were the most important person in the world, you'll communicate that he or she is somebody -- to you."  Be sure to use a benefit-based message geared to solving their problems ... not yours.
4. Connect With Them.  Listen to your audience to know what are the most important things happening with them right now.  If possible, research the group prior to the meeting.  They will tell you exactly what you need to know to fill a need -- if it's appropriate -- that fits nicely with your product or service.  Don't try to sell something you don't offer competently.
5. Be Consistent.  Make sure your message is in synch with your website, promotional materials, experiences with your company, your brand, etc.  This isn't the time to throw curveballs.
6. Don't Use Jargon.  You only have 30 seconds!  Use words that go deep; they should connect on an emotional and business level.  Don't include overused words that only mean something to an industry insider.
7. Great Stories Sell.  Describe what your clients or customers experience when they work with you.  In my business story, I share how "we promise to help you transform your finances, careers and businesses into what they've always dreamed they could be, by offering uncommon advice to our extraordinary clients".