How to Talk About Your Business So People Actually Care (And Take Action)

Imagine you're at a networking event, and someone asks, “So, what do you do?”

You answer, but instead of excitement or curiosity, you get a polite nod, a vague “Oh, nice,” and then… silence.

Or worse, you see their eyes glaze over as they struggle to understand what you just said.

This happens all the time to small business owners. Not because their business isn’t interesting—but because the way they talk about it isn’t compelling.

The reality? People don’t care about your business until you give them a reason to. And that reason has to be clear, intriguing, and easy to remember.

If you can’t explain what you do in a way that grabs attention, you’re missing out on potential customers, referrals, and website visits—every single day.

But don’t worry. This post is going to show you exactly how to fix that.

Opportunities to talk about our business happen literally every day. Now, you'll know how to make the most of them.

Why Most Business Owners Fail at Talking About Their Business

The biggest mistake small business owners make when describing what they do? They either say too much or too little.

• Too much: You overload people with details, industry jargon, and a long-winded explanation that makes their brain check out.

• Too little: You say something so generic and vague that it doesn’t stick in their mind.

Here’s an example:

💬 “I run a digital marketing agency that helps businesses optimize their online presence through SEO, paid advertising, content marketing, and branding strategies.”

Sounds fancy, but what does that actually mean for the person listening?

Now compare it to this:

💬 “We help small businesses show up online and get more customers without wasting money on ads.”

See the difference? One is forgettable, the other makes you lean in.

How to Create a One-Liner That Sparks Interest and Action

A great one-liner does three things:

1. Tells people what you do in a way they actually understand.

2. Makes them care by focusing on the benefit or transformation you provide.

3. Opens the door for a conversation, a question, or a visit to your website.

   
   

Here’s a simple, incredibly effective formula to create your own:

"We help [who you serve] achieve [the result they want] without [the main struggle they face]."

Examples:

🔹 A personal trainer: “I help busy professionals get in shape without spending hours in the gym.”

🔹 A home organizer: “I help overwhelmed families take control of their clutter so they can enjoy their home again.”

🔹 A website designer (like us!): “We design stunning websites that help small businesses grow—without the crazy price tag.”

Action Step: Craft Your One-Liner Right Now

Step 1: Think about your ideal customer. What’s their biggest struggle? What outcome do they want?

Step 2: Fill in the blanks: "I help [your ideal customer] achieve [goal] without [biggest frustration]."

Step 3: Test it out! Say it out loud. Ask a friend if it makes sense. The simpler and more natural it sounds, the better.

Once you’ve got your one-liner, start using it everywhere:

✔️ In conversations

✔️ On your website (homepage, about page, social media bios)

✔️ In your email signature

✔️ At networking events

✔️ EVERYTIME people ask, “What do you do?”

Why Your Website Needs to Reinforce Your One-Liner

Now, here’s the thing: Your one-liner should match the message on your website. If you hook someone in with a great introduction, but they visit your website and get lost in confusing messaging, you’ve lost them.

Your website should instantly reinforce what you do and why it matters—and make it easy for people to take the next step.

A well refined one-liner could be the difference in you landing a new client or simply being another forgettable encounter.

The Hidden Marketing Power of a Great One-Liner

A strong one-liner isn’t just about making small talk easier. It’s a marketing tool.

✔️ It makes your business and conversation memorable.

✔️ It helps referrals spread because people can actually explain what you do.

✔️ It naturally drives traffic to your website—because curiosity leads to clicks.

Final Thought: Make It Stick

At the end of the day, people don’t care about what you do—they care about how it benefits them. If your one-liner makes them think, “I need that” or “I know someone who does”—you’ve won. And if your website reinforces that message? Even better.

Now, take 5 minutes and craft your one-liner. Test it out. Use it everywhere. Contact us for some free feedback on it. Taking time to get this right might just be the simplest, most effective marketing move you’ve ever made.

Need a website that reinforces that one-liner and actually helps your business grow? Contact us today! We'll help you refine and perfect your one liner, in addition to strategically placing it throughout a stunning new website.

Best of luck! If you need help, we hope to hear from you soon. 👍🏽

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