how to explain what you do so people know when to hire you

choose the work you want to be asked about

you might be capable of doing several things. your introduction doesn't have to explain every one of them.

choose the work you want more of right now. “design” could mean a website, a book cover, a restaurant identity, or a presentation. those are different conversations with different buyers.

being specific gives someone a place to start. you can explain the rest when it's relevant.

write down four things:

• who you want to help
• what they need help with
• what you would actually do
• what it costs, or what you need to know before you can quote

those questions were the starting point in my original letter. if the answers are vague on paper, a clever introduction probably won't fix them.

describe a situation your buyer recognises

“I do brand strategy” can be accurate. someone running a business may still be wondering whether that means a new logo, a workshop, or advice about what to say on their website.

think about the moment that would make someone look for your help. what is difficult, unclear, or taking too much time?

here's an illustrative example: a presentation designer might help a founder whose pitch has good information but is difficult to follow. the work could involve organising the story and designing the slides.

“I help founders turn a complicated pitch into a presentation people can follow. we work on the story and the slides.”

that's a possible explanation, not a client result. it describes the work without promising funding or a guaranteed yes.

if your explanation relies on words like “elevate” or “transform”, ask what someone would see you doing. use that answer.

explain what working together involves

once someone recognises the problem, they'll want to understand the help.

what do they bring? what do you do? what do they have at the end?

for the presentation example, they might bring an existing deck and the purpose of the meeting. the designer might help organise the material, develop the visual direction, and deliver the agreed slides.

don't include a service just because it sounds useful. describe what you actually offer, including anything that needs a separate conversation.

if you don't have a fixed price, you can still explain what affects it. the number of deliverables, the scope of the work, and the timeline might need to be agreed before you quote. someone should be able to find out how to have that conversation.

show a decision, not just a finished image

take a project you're allowed to share. describe the problem, one decision you made, and the reason for it.

for a presentation, that might mean explaining why you moved the main point earlier or split a crowded slide into two. show enough context for someone outside design to understand the choice.

be clear about your contribution when other people worked on the project. use outcomes you can support. you don't need a dramatic revenue number to explain a thoughtful decision.

if the work is confidential, use a clearly labelled illustrative example. don't quietly turn someone else's project into your own proof.

check what another person understands

read your introduction to someone who doesn't work in your field. ask what they think you do and when they would think to introduce you to someone.

listen before explaining what you meant. their first answer tells you what your words are doing on their own.

if they describe something you don't offer, fix the explanation. if they repeat your title but can't picture when you'd help, add a recognisable situation.

inquiries can tell you something too. if people keep asking for work you don't want, check which services and examples you're putting in front of them.

put the explanation where people can use it

choose one place someone is likely to check after discovering your work: your profile, your website, or a project page.

make sure they can find the service, an example, and a way to start a conversation. they shouldn't need to scroll through six months of posts to work out whether you're available.

before rewriting everything, ask:

• can someone tell what work I offer?
• can they recognise when it would help?
• can they understand what working with me involves?
• is there an example that makes my thinking clearer?
• can they find the next step?

fix the least clear answer first. then ask someone what they understand again.