How to Describe Your Services — So People BUY!!!

And What You Should NEVER Say
(If You Want to Make a Sale)


We soulful entrepreneurs are funny folks…

We’re most definitely NOT like “normal” entrepreneurs.

You and I decided to start our businesses because we care about others – and have a super-skill, service or passion that makes a positive difference in people’s lives.

And honestly, that’s a LIGHT-YEAR’s difference from those selling shoe-strings, squeegies, adult diapers, or popsicle-sticks.

Why? Because you, my dear, are selling YOURSELF.

And that can be a pretty darn intimate, intense and overwhelming situation for many of us.

But here’s the PROBLEM with that:

If you’re like 99.9999999% of all soulful entrepreneurs, you talk about your services from a delicious, heartfelt, high-flyin’ place – and NOT from the place where your prospects actually are.

Without even realizing it, you’re likely using words that don’t resonate at ALL with your peeps.

Oh sure, you may think you’re speaking angelic words that sparkle and inspire like magic fairy dust floating into eagerly awaiting ears . . .

But . . . The proof is in your PROFITS!!!!

If people aren’t buying what you sell – or you’re just not making enough money – this is most likely YOUR problem, too.

But the fix is easier than you might think . . .

So today, let’s explore how to talk about your services.


When I’m at networking events, the first thing out of most people’s mouths when they’re shaking hands for the first time is their TITLE.

Now, this isn’t innately a “bad” thing. But if you don’t understand how titles can impact your listener, you may be shooting down your chances of making a smokin’-hot first impression.

Let’s take a look at some of the most common titles soulful entrepreneurs use:

I’m a…

• Life Coach

• Holistic Health Coach

• EFT Practitioner

• Hypnotherapist

• Healing Touch Practitioner

• NLP Master

• Reiki Healer

• Energy Healer

• Yoga Instructor

• Feng Shui Consultant

• Past Life Regressionist

• Feldenkrais Practitioner

• Personal Trainer

Here’s the PROBLEM with using these types of phrases to describe YOUR unique brilliance… and let’s use a bridge analogy, just for fun:

1. First, your prospects have a problem they want solved. Let’s call that: “POINT A”

2. After they work with you and have the outcome they desire, they have traveled over your bridge to: “POINT B”

So think carefully here:  when someone is at “POINT A”, and wants to get to “POINT B” — do you think they’re very concerned about HOW they get across? Oh NO!

They don’t care “how” you do it – as long as you get them the results they desire. Period.

Take a look at the graphic below:

PrintIt’s like introducing yourself to a prospective “Point A” person, and telling them all about your BRIDGE — instead of the result they’re so desperate for:

“Oooooh, you want to get to Point B and get a cure for your migraines? AWESOME! Let me tell you all about this awesome bridge I have… It’s made of a mix of cedar and maple, and I started it 12 years ago, and it can hold 250 tons, and it took me 3 years to build, and I chose brass for the railings because I love the patina after it rains…”

Blah, blah, blah, blah…

Sure, that may sound ridiculous, but it’s EXACTLY what most women are doing — and don’t even know it.

(Hint: if you’re using any of the titles listed above, you’re doing it too.)

In real-life it can sound something like this:

“Hi, nice to meet you… I’m an EFT and NLP practitioner, certified by the “I Don’t Give a Rip” Institute of Transformation. I’ve been in practice for 13 years, and have an advanced Masters Certification in Makes-No-Difference-Whatsoever-Technique…”

So sistah, let me hit home this MOST important business truth:

Nobody gives a Rat’s ASS about your BRIDGE!!!!

(All they want is “Point B” — so give ’em “Point B” already.)

” But wait – what do I say instead?!” you might be saying to yourself…

No worries! I got ya covered.

Just follow this easy-breezy template by filling in the blanks below — and at your next networking event or hand-shaking moment, say these words:

“I work with ________________(type of people you serve), and I help them __________________________________(the problem you solve).”

Here are some examples: 

“I work with coaches, healers and soulful service professionals, and I help them to get TONS more clients, and make ooodles more money!”

“I work with dynamic, drive, fabulously Type-A professional women, and I help them put an end to burn-out — and triple their energy and productivity!”

“I work with sophisticated women who are tired of struggling to lose the last 20lbs, and I help them to lose weight permanently in a surprisingly sensual and feminine way.”

Gettin’ the gist of this? Hope so…

So now it’s YOUR turn:

Take a stab at filling in the template about YOUR business below in the comment-section… Or if you’re stuck, confused or frustrated, just post a note and I’m happy to help!

And here’s to an empowered, lucrative new way to tell the world about what YOU do… YIPPEEEE!


© Copyright 2013 Stephanie McWilliams LLC


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  1. VIcki Lewis
    Posted October 18, 2013 at 3:41 am | Permalink

    Thanks, Stephanie. I really appreciate the fun way that you write about elevator speech.You rock!

  2. Stephanie McWilliams
    Posted October 18, 2013 at 3:51 am | Permalink

    You’re MOST welcome, Vicki!

    My motto is: If it ain’t fun, it’s not worth doing…

    And I know it helps me to have a bit of levity (and laughs) about the funny things we all do around our businesses… (It also helps the medicine go down a bit more smoothly, too.)

    I’d love to hear YOUR “What do you do?” statement — want to share?

    Lots of love,


  3. Palma Holden
    Posted October 18, 2013 at 5:01 am | Permalink

    Hi Stephanie,

    Not sure I have the population narrow enough, but here’s my latest “me speech,” per your model:

    I work with conscientious women & men who are stressing over making decisions and I help them gain valuable insight, reduce stress and feel better.

    How’d I do?

    Love & light,

    Palma Holden

    • Stephanie McWilliams
      Posted October 22, 2013 at 1:08 am | Permalink

      Hi Palma!

      Another VERY nice example you gave – thanks SO MUCH for being brave enough to post your thoughts… it’s a FABULOUS start!!!!

      Let’s take a look a bit deeper at your statement:

      1. The word “Conscientious” doesn’t really help us self-select when we hear you introduce yourself… you’ll want to keep brainstorming on words that instantly will tell people that you’re talking to them (or someone they know), or not. So conscientious is a bit vague still…

      If you were to take a look at all those people who fit into that group, what else do you find? Are they mostly women? Men? Do they all have similar personalities? Do they struggle with any particular problem/s? Do they have similar jobs? Let’s keep breaking this down…

      2. Problem: Making a decision… about WHAT?

      (FYI: We’ll be exploring this in the next newsletter, so read that and take another stab at your statement and we’ll see if that helps!)

      Keep diving deeper — what kinds of decisions are they making? People are making decisions all day long – so that’s still a bit vague. Are they making decisions about getting a divorce? Leaving a job? Or are you referring to people who tend to be a bit “wishy-washy” in nature? (FYI: Those people likely won’t be ideal clients, as they likely will be too wishy-washy to decide to WORK with you, too!).

      Ponder these thoughts, read this next week’s newsletter article and then leave another post…

      BRAVO BRAVO BRAVO!!!!!!!!

      Big love,


  4. PamelaRodriguez
    Posted October 18, 2013 at 7:30 pm | Permalink

    I work with disorganized and frustrated people who want to get rid of the chaos in their lives and become more healthy, have more time, and enjoy life!

    • Stephanie McWilliams
      Posted October 22, 2013 at 1:02 am | Permalink

      Great job, Pamela! You gave a great answer… How are sales going for you?

      You could consider adding/adjusting the following, depending on your market:

      1. You could get even more specific on WHO:

      • frustrated, disorganized entrepreneurs
      • frustrated, disorganized single moms
      • frustrated, disorganized 6-figure professional women


      It can help to hone down even more so it’s easier to go out there and FIND these specific peeps…

      You also could even take the problem you solve and dive deeper there too, giving it a bit more grounded feeling:

      Here are some examples:

      • I work with disorganized, frustrated professional moms who are drowning in chaos, and I help them reclaim at least 2 hours a day of quality time with their kids – while actually working LESS!

      Try a version where you get VERY specific about the results… (I’ll be talking about this in this week’s newsletter, so hang tight if you need a bit more help here…)

      I hope that helps!!!!! Big love to you – and bravo for doing such a great job at taking a stab at this! YIPPEEEEE!!!!! Nice work…



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