This is the 3rd and final part in our series. Part 1, Part 2.
You’re at a networking event you didn’t especially want to go to, and someone you don’t know asks you the question you least want to hear:
“What do you do?”
So you blurt out your industry, like, “I’m in marketing.” They have no natural follow-up questions, and the conversation stops before it gets started. They immediately find something interesting about the corner of the room, and wander off to find someone else to talk to.
Or you dive deep into the jargon, explaining that you’re a solutions architect for an AI SaaS deployment engineering firm. They don’t feel compelled to parse any of that out, so they say, “Cool!” and suddenly realize the three ice cubes they’ve been swirling in their glass need a refill.
Or you start vague, saying, “I help companies get customers,” leaving them to ponder what that could possibly mean as they make their way to a more appealing pod of strangers over yonder.
Want to know why that happens?
It’s because the question is too broad.
It has no constraints, so your answer doesn’t, either. You’re left flailing for something to say because you could say anything in answer to a question like that.
Because language without a good prompt is just a noise we make.
So when someone gives you a bad prompt, an open-ended question, or takes you off guard, the best response is not to immediately say something.
It’s to mentally reframe and rephrase the question into something clearer, and more specific.
I mean, just look at this:
“What do you do?” is extremely hard to answer.
“What do you do for work?”, though, is a bit easier.
“What do you do every week?” is even easier.
And “What did you do today?” is downright simple.
The more specific the question, the more specific the prompt, the easier it is to answer.
So when you get asked a question like, “What do you do?” all you have to do is ask yourself, “Does this person know who I am, and how much?”
That’s your constraint, and that’s your prompt.
Here’s how it works in real life:
FAR:
If this person doesn’t know who you are, you’re complete strangers to each other, the job is not to convince or persuade.
It’s to make it immediately clear what you do, and for whom you do it.
Template: “I’m a [ROLE] in [INDUSTRY], specializing in [SPECIALTY].”
Example (A web developer): “I’m a web developer for the financial industry, specializing in backend security.”
Notice how many opportunities it presents for follow-up questions, and for the person to assess, in the moment, if that’s what they want to know more about.
CLOSE:
If this person knows your name and your business, and has maybe even seen your content before, the job is not to repeat yourself.
It’s to reveal your priorities, tradeoffs, and values so they can see where theirs overlap with yours.
Template: “My thing is I’m a [SERVICE OFFERING] who doesn’t do [COMMON MISTAKE]. [HOW YOU MITIGATE DOWNSIDE] so I can [HOW YOU MAXIMIZE UPSIDE].”
Example (A copywriter): “My thing is I’m a copywriter who doesn’t use AI for writing. I know how to use it, so I know how to write in a market that’s full of AI writing. But I keep my own writing organic so my clients can fully own it and stand behind something that’s truly new.”
Notice it’s all about tradeoffs, not pitching, selling, or explaining, so they naturally lean in and ask for more.
HERE:
If this person is a current client, your job is not to keep selling or stay casual.
It’s to engage your curiosity to understand how they’re measuring your value so you can overdeliver on it.
Template: “I was wondering if you’re [EXPERIENCING SPECIFIC ELEMENT OF VALUE]. [EMPHASIZE FOCUS AND CURIOSITY] so I want to make sure you’re [ULTIMATE OUTCOME OF EXPERIENCE].”
Example (A bookkeeper): “I was thinking about you the other day and was wondering if you found everything clear and easy to use? That’s something I’m really trying to focus on. I want to make sure you’re getting what you need year-round so you can focus on maximizing your opportunities and not wondering what’s going on with the books.”
Notice how it’s not about you, it’s about their experience and working to understand how they experience your work.
CONNECTED:
If you’ve worked with this person in the past, the job isn’t to try to re-sell or make idle conversation about the weather.
It’s to give them the language they need to explain to others the value they received from you.
Template: [GENTLE REMINDER OF CONNECTION]. [SPECIFIC VALUE RECEIVED]. [APPRECIATION OF CONNECTION]. [PIVOT TO THEIR PRESENT-DAY FOCUS].
Example (A marketing agency owner): “It’s so great to see you, I loved working on that project with you. Did I ever tell you it got one of the highest CTRs our media partner ever saw? Thanks for such a great experience. What are you working on these days?”
Notice how you’re handing them a shareable fact and keeping the relationship alive, in the same moment, shaping what they share with others.
You don’t have to change what you do or who you are to make the most of marketing opportunities.
All you need to do is reframe and rephrase the questions you’re given to turn them into prompts you can readily and easily answer.
“What do you do?” is an almost impossible question to answer.
But, “What did you do today?” and “Why do you work the way you do?” and “What do you do that no one else does?” and “What do you not do that everyone else does?” all spontaneously create answers in your mind the moment you hear them.
Because spontaneity comes from constraints, from previous preparation.
And from the right prompts.
The Four Distances of the Marketing Rangefinder are those prompts.
You just have to use them.
Kelford Inc. is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients, we’ll show you the way.