EMAIL ENGAGEMENT LICENSED PROGRAMME
- Next trainer development cohort September 12th - 15th

How Not To Get Tongue-Tied: The Easy Way To Describe What You Do

13th March, 2019

How Not To Get Tongue-Tied: The Easy Way To Describe What You Do

During my gap year before university I lived in Germany. Alone in a foreign city with just my clunky A-level German and double denim outfits to rely on (don’t judge – it was the early 90s…), I went to work for a health insurer.

 

One of my tasks while I was there was to answer the telephone with the name of the company. Simple, right? Until you realise that that name was (brace yourself) ‘Deutsche Krankenversicherung’.

 

Every single time I picked up the phone, I stumbled over the unfamiliar sounds, like my mouth was stuffed full of cotton wool. I never did quite master it.

 

But it wasn’t the last time I got stiffed with an unpronounceable name.

 

Fast forward 3 years when I lived in St Petersberg. I was studying Russian at the university and living in student accommodation. On a 7-syllable street called: Ko-raa-bell-stroy-ee-tell-ee’.

 

Try telling that to a taxi driver at 3am after 3 pints of vodka (we called it ‘immersing ourselves in local culture’). I’m surprised I ever got home in fact, it was just so hard to say.

 

But we often stumble over our words when someone asks us what we do. We often use a lot of ‘Well, y’know it’s sort of like’ or (much worse) we go too far the other way and launch into a pre-prepared elevator pitch that makes us sound like we’re half-cyborg.

 

So what’s the answer? Well, you could try using something like this:

 

I help [insert target market] do [what they can do as a result of working with you] by [what you do/how you do it]

 

It’s simple, client-focused and uses everyday language that’s easy to say. And it’s relaxed and genuine – not like so many elevator pitches that feel over-rehearsed and stiff.

 

So, stop tripping over your tongue and give this easy template a go! (Just go easy on the vodka…)

accenture
UBS
Ricoh
Euromoney
University of Cambridge

EMAIL SIGN UP

EMAIL ENGAGEMENT LICENSED PROGRAMME
- Next trainer development cohort September 12th - 15th

Get Your Epic Email Checklist

Enter your name and email address to get your indispensable checklist and follow-up emails.

By signing up you consent to receiving regular emails from me (Kim Arnold) with updates, tips and ideas on communication along with the occasional promotion for my products. You can, of course, unsubscribe at any time. Click here for my detailed privacy policy.