John Jantsch makes a great point in his posting this week. Think How You Do Not What You do.

He reminds us that we all have competition - no matter what our field there are hundreds, thousands, more, doing the same thing we do.

What sets us apart is HOW we do what we do.

I have learned over time that when you are asked for your 30-second commercial, most will say their name, title and company. A few will add a sentence or two about what they do.

I don't know about you - but they are difficult to remember. In fact, I'm embarrassed to say, but by the time they sit back down - if introducing themselves at a function - unless it was a service I need - that I've forgotten already what they just said.

But if they focus their 30 seconds on the benefits they offer their customers - now that's memorable.

Tell me you'll remove stress from my life, double my sales, help me recapture my youth, bring me five new customers a week - well, I'm going to listen a little closer.

Check out John's post and think about HOW you do what you do and then what BENEFIT you'll provide. Forget your title or the facts around WHAT you do and start saying something I might be interested in hearing.