This week, I got asked again (and again), “What do you do?” I expect you’ll get the question a few times in the next couple of weeks. The key to a great answer? It’s the same secret to business success overall.

My AI adventures continued this week. When I didn’t want to spend an hour on research, ChatGPT came through. Plus, get a 60-second marketing idea. And if you’re on TikTok or Facebook, be sure to read this week’s Shortlist.

I’d love it if you could forward this email to a friend who's in business and interested in content to help their marketing. I would appreciate it. And if you’re that friend? Subscribe today.

— Ann Gynn

With all the holiday parties and gatherings, I keep getting asked, “What do you do?” I always hesitate, searching for something better than “I’m an entrepreneur.” How can I answer that question clearly — without sounding clueless or so vague that no one actually understands my work?

I’ve been there. I’m never sure whether to talk about my role, my business, or some combination of the two — and sometimes I go on long enough that their eyes glaze over.

Yet it’s worth being prepared. As Harvard Business Review puts it, “Self-introductions are the most direct way to reinforce your personal brand.”

The best answer starts with a question: Who’s asking? (Yes, it’s always about the audience.) A family gathering calls for a different answer than a friend’s party or a business event.

Let’s walk through those scenarios.

Family gathering: Don’t overshare, but don’t just say you’re a business owner. Give a little context in plain language: “I help [target customers] with [specific, relatable problem].”

Here’s how I might answer the question based on Marketing By One or my solo agency, G Force Communication:

Friend’s party: It’s usually a polite question that deserves a simple, conversational response. After all, no one wants your resume, but they also don’t want to feel like they’re talking to a robot. And who knows? They may need your services or know someone who does.

Keep it to a sentence, add a little personality, and leave room for a follow-up question. They may never ask a follow-up, but if they’re interested or what you said sounds relevant to them, they may. Use a creative variation of this formula: “I run a small business where I do [X]. Most people come to me when [problem].”

So here’s how I might say it:

Business event: You want to capture what you do without sounding like a walking billboard. Lead with who you help because it may be the person you’re talking to. And once someone knows you’re speaking to their interests, they’ll listen to the rest. And if what you do isn’t relevant to them, it doesn’t matter how you start or end the explanation.

Here’s the formula: “I help [specific audience] achieve [specific outcome] through [what you actually do].”

How I might answer:

Should you mention that you’re a solo operation? 

Only if it fits the context of a follow-up question. That’s usually an answer that’s all about you. After all, you feel the weight of having to do everything on your own and want others to appreciate that fact. Except that doesn’t really matter to the questioner.

Is it OK to say I’m a business owner since I’m just starting it and haven’t had any real revenue? 

Of course! They’re not asking for your profit-loss statement. They’re asking about you, and by extension, your business.

What if my solo business is a side hustle? 

In a family or friend scenario, you can answer both: My day job is [_______]. I also run my own business that helps [_____].”

In a business environment, it’s your choice. If you’re attending on behalf of your employer, stick with that. If you’re there for yourself, provide the dual answer or just stick to your business.

What will you say? Holiday and end-of-the-year gatherings aren’t the only events that prompt the question, “What do you do?” No matter the environment, don’t spout your title. Instead, respond with a clear, audience-appropriate explanation of who you help and how.

Got a question you’d like me to answer in a future edition of The Hotline? Call or text Marketing By One Hotline: +1.440.661.3984.

This week: With the end-of-the-year holidays, I’ll keep the challenge simple: Attend a gathering and just hope someone asks, “What do you do?”

This newsletter you couldn’t wait to open? It runs on beehiiv — the absolute best platform for email newsletters.

Our editor makes your content look like Picasso in the inbox. Your website? Beautiful and ready to capture subscribers on day one.

And when it’s time to monetize, you don’t need to duct-tape a dozen tools together. Paid subscriptions, referrals, and a (super easy-to-use) global ad network — it’s all built in.

beehiiv isn’t just the best choice. It’s the only choice that makes sense.

Start free today. No credit card required

I create content around many of the same topics, so finding a fresh angle can be time-consuming. While writing an article based on a transcript, I gave ChatGPT both the transcript and the site where the article would be published and asked it to:

“Review this transcript and suggest fresh story angles that aren’t similar to other articles published on [site address].”

That simple prompt saved me from having to search through and read multiple articles just to confirm what not to write. Even better, it surfaced a couple of ideas I wouldn’t have thought of.

Have any AI tricks of your own? Hit reply, call, or text the Marketing By One Hotline: +1.440.661.3984.

Take a customer’s question and develop a blog article or social media post around the answer. Most likely, other customers will have the same or a similar question. And long-form content around the topic could help your search rankings and AI answer engine visibility.

💸 Pay to post: Meta wants your business verified. Some unverified Facebook accounts are now limited to sharing two links a month. Verified account pricing? Starts at $14.99 a month.

🎵 TikTok keeps on ticking: If your brand uses TikTok, rest assured it will continue under the proposed new US acquisition deal. Is anyone really surprised?

✂️ $1,000 monthly savings:  She lost her job and cut a grand from her monthly expenses. Some good ideas for entrepreneurs looking to trim their budgets.

Not a subscriber? Join the Marketing By One community today. Sign up for the free weekly newsletter!

Got a question you’d like me to answer in The Hotline? Email me or DM me on LinkedIn. Even better: Text or leave a message on the Marketing By One Hotline: +1.440.661.3984.