The best way to answer “What does your firm do?”

A question you probably get allll the time is, "What does your firm do?" At conferences. On prospect calls. At [insert holiday here] dinner. We’re asked it all the time. And let’s be honest—it’s not as easy to answer as it seems. 

Here’s what typically happens:

First, you shoot from the hip. The answer comes out clunky, confusing, and never quite the same way twice.

Next, you write something down. Now it’s too long, filled with jargon you’d never actually use in a real conversation. (Seriously, who says “synergize” out loud?)

Frustrated, you go back to basics. But now it’s so oversimplified, it’s generic. You sound like everyone else.

Cue the facepalm.

The truth is, creating a concise, compelling brand story is tricky. You want something that’s:

• Not too long, not too short
• Clear but not boring
• Unique without being confusing

It has to strike that perfect balance.

And here's the most important part: the answer shouldn't be about you or your firm—it should be about how you solve something for your target market.

Once you've struck that balance, voi la. You've got your brand story. This is the story that tells your niche exactly how you can solve a problem they have or take advantage of an opportunity they desire. 

Nail your brand story and you instantly capture their attention.
Botch it and they’re already checking out.

Our free Brand Story Workbook gives you exercises to nail your brand story, complete with a mad lib style template, examples other investment boutiques are using, and how to use your brand story... in addition to when someone says, "Hey, what do you guys do?"

Let's stop fumbling the question—and start answering it like the pro you are.