The Simple Formula for Answering "So, what do you do?"
Picture the scene. You’re at a networking event, a family barbecue, or even just in line for a coffee.
Someone turns to you and asks the most common, and most dreaded, question in the world:
"So, what do you do?"
Your heart sinks a little.
Your brain goes into overdrive.
You start talking, and what comes out is a jumbled, jargon-filled mess about "leveraging synergistic platforms" or a five-minute-long, overly detailed story about your entire business history.
The other person’s eyes glaze over.
They nod politely, say "Oh, that’s interesting," and then quickly change the subject to the weather.
You’ve just lost them.
This isn’t just an awkward social moment.
For a solopreneur, being unable to clearly and concisely explain what you do is a business killer.
It confuses potential clients, makes you sound unprofessional, and kills any chance of a referral because nobody can remember or repeat what you said.
If people don't understand what you do, they can't hire you. It’s that simple.
The problem is, you’re too close to your own work.
What seems obvious to you is a mystery to everyone else.
It’s time to fix that with a tool so simple, you’ll wonder how you ever lived without it.
The One-Sentence Formula
Your goal is to create one single, powerful sentence that explains exactly what you do, who you do it for, and what problem you solve.
It removes the fluff and gets straight to the value.
Here’s the formula:
I help [Specific Audience] get [Specific, Desirable Result] by [Your Unique Method or Service].
That’s it. Let’s break it down.
[Specific Audience] This is the most important part.
You can't help "everyone."
Trying to appeal to everybody appeals to nobody. Get specific. Who is your ideal client? Instead of "small businesses," try "local, family-owned restaurants." Instead of "people," try "busy working mothers over 40."
The more specific you are, the more your ideal client will feel like you’re talking directly to them.
[Specific, Desirable Result] This is the transformation you provide.
Don’t talk about your process; talk about the outcome.
People don’t buy coaching; they buy confidence. They don’t buy web design; they buy more customers.
What is the tangible, desirable result that your client gets after working with you? Instead of "I write copy," try "I help them sell more products online."
[Your Unique Method or Service] This is the "how."
It’s a brief mention of your service that grounds the result in reality.
This could be "through one-on-one financial coaching," "by creating beautiful, handcrafted furniture," or "using my signature 5-step decluttering process."
Putting It All Together
Let’s look at a few examples of the formula in action.
A graphic designer might say: "I help authors sell more books by designing professional, eye-catching book covers."
A personal trainer could say: "I help new fathers over 30 lose the dad bod by creating simple, 30-minute home workouts."
A consultant might say: "I help non-profits increase their donations by developing clear and effective fundraising campaigns."
See how clear and powerful those are? In one sentence, you know exactly who they help, what they achieve, and how they do it.
There’s no room for confusion.
The Bottom Line
Your explanation of what you do is the foundation of all your marketing.
It’s not just an "elevator pitch"; it's the core message that should be on your website, in your social media bio, and at the heart of every sales conversation. Take the time to craft your one powerful sentence using this formula.
Say it out loud.
Test it on friends.
Refine it until it feels natural. Having a clear, confident answer to "What do you do?" is a superpower. It stops confusion in its tracks and opens the door for the right people to hire you.