Does anyone care what you or your business do?

I would guess no.

Why not - if you’re doing something that’s interesting or useful to them?

Because we’re basically interested in ourselves.  That might sound condescending but the truth is that your customers or clients don’t buy what you DO, they buy the results or benefits they’ll get from working with you, or from using your service or  product.

As soon as you start explaining WHAT you do, eyes glaze over.

As soon as you start explaining HOW you do it, eyes glaze over.

WHAT and HOW are important.

But only AFTER you’ve made a connection that inspires people to want what you’ve got.

What can you say to make your potential clients feel that you have something that will make their lives or businesses better?