You’ve probably got lots of strings to your bow. You’re no one trick pony, but do you want to be known as a Jack of all trades?
You may well say yes to a wide variety of projects just to keep money coming into your business. But how much of that is work you really want to do?
It’s easy to become known for the wrong kind of work. Maybe it’s the work you left your corporate life to get away from. You’re good at it. People need the service so there is work to be had. But you’d rather not be the one to do it. If you talk about this work that’s what people will remember.
Talk about what you want to be known for
You need to be talking about the kind of work you want to be known for. A plumber who wants work installing heating systems shouldn’t be taking about fixing leaking taps even though that’s profitable, in demand work. She can still do the work if she needs to but it shouldn’t be the focus of her conversations.
Make sure that your networking conversations and introductions focus on the work you want. Avoid slipping into stories about current work which you don’t want more of. Try to avoid sharing tips that position you as an expert in the wrong field.
Ideally, we want stories that demonstrate a great project that illustrates what you want more of.
Bookkeeper Claire Johnson regales us with stories of tradespeople coming to her with piles of brown envelopes from HMRC. They contain scores of missed VAT returns and indicate that their bookkeeping is in chaos. Claire loves sorting out the mess and then retains the clients long term.
Stained glass designer Zoe Angle shows us images of work in progress or newly installed windows so we can see what she’d like more of.
Mandy Dineley from My Beautiful Pen shares stories of commissions that she’s really enjoyed working on.
What does your ideal work look like?
You’re in business so you need to make money. You probably chose to go into business on your own account to have more control over your life, especially your working life. You therefore want to do work that you enjoy and that is profitable. You’ll also want to work with reasonable people.
What characteristics do your ideal clients share? Are they at a particular stage in life or business? Who do they work with? What problems or interests do they have? What makes them people you want to work with?
Your task is to describe the work and the ideal client so clearly that the customer recognises themself and your network identifies the right referrals. You need to do that succinctly. Here are some ideas to model your introductions on…
- A business coach… I help people leaving corporate life to turn their experience and ambitions into a viable business plan and actions for their first year in business.
- A decluttering expert… I work with families to prepare houses for sale particularly when a relative has died or moved into a nursing home. I help them deal with the emotion and practicalities to clear everything from rubbish to heirlooms.
- A photographer… I specialise in striking images that sell your skills and expertise online and in print. We cover all the angles that will allow your customer to make an informed purchase even without seeing the product.
These are the kind of introductions we want to hear from you at Fabulous Networking meetings in November 2025. You should find they work as an elevator pitch or the foundation for your marketing too.
