How to describe what you do (without rambling or shrinking yourself)

Leanne Koster
Feb 4
2 min read

If someone asked you what you do — could you answer clearly?

Not the long version. Not the résumé version. Not the “well, it depends…” version.

Just the confident, clear, I've got this, one.

For so many small business owners, this is surprisingly hard.

We either:

Say too much.
Say too little.
Or wrap it in language that sounds impressive or feels a little disconnected from who we really are and how we actually work.

If this feels familiar, you’re not alone.

Let’s simplify it.

Why it feels so hard

You’re so close to your work.

You see all the layers. All the tiny details. All the ways you help.

So when someone asks what you do, your brain tries to include everything.

But clarity isn’t about including everything.

It’s about choosing the most helpful starting point.

Let's break it down

Instead of trying to write the perfect sentence, start with:

Who you help
What you help them do
The outcome or shift they experience

That’s it.

Not your qualifications. Not your full process. Not every service you offer.

Just the main bits.

For example:

I help small business owners clarify their messaging so their websites feel calm, clear and aligned.
I work with service providers to simplify their online presence and turn ideas into structured, thoughtful copy.

Simple. Understandable. Grounded.

Where people get stuck (me included)

A few common patterns I see:

Hiding behind vague phrases (“transformational support”)
Overloading with credentials
Listing services instead of describing impact
Softening your value (“I just help with…”)

Clarity isn’t arrogance.

It’s generosity.

When people understand what you do, they can decide whether it’s for them.

If you do more than one thing

You don’t need five different explanations.

Look for the key thread that connects your work.

Ask yourself: What changes do people experience after working with me? What do people thank me for?

That’s your anchor.

Everything else can sit underneath it.

Try this

Set a timer for 10 minutes.

Write three versions of your “what I do” statement using the framework.

Don’t polish. Don’t edit. Just write.

(Tip - I recommend doing this with pen and paper - it reduces the pull to edit as you go).

Then step away.

When you come back, choose the one that feels both clear and true.

That’s your starting point.

A gentle reminder

You don’t need to sound bigger.

You don’t need to sound cleverer (is that even a word ;)

You need to sound understandable.

Clarity builds trust faster than complexity ever will.

And if you’ve tried to do this before and ended up more tangled than when you started — that’s pretty normal. Sometimes we are just too close to our work (or too attached) to see it clearly.

This is often the first thing I work through with clients. Because once this is clear, everything else becomes easier.

With kindness,

Leanne