Episode 005: How to talk about what you do so people listen AND want to know more
Do you ever find yourself rambling when someone asks, “So, what do you do?” In this episode, Anna shares a simple formula to help you explain your work in a way that feels natural, clear and outcome-focused—so the right people pay attention, remember you, and want to know more.
Episode summary
Most people lead with their process, package or deliverables. But people don’t buy the process: they buy the destination.
Anna shows you how to lead with who you help + the result you create + why it matters, then back it up with frameworks and “stress tests” to make your message simple, memorable and easy to repeat across networking, content, bios, websites and sales conversations.
Key takeaways
- Clarity sells: people must quickly understand who you help and what you help them achieve.
- Keep it client-centred (not “about you” or your methodology first).
- Lead with outcomes/destination, then share the “how” later.
- Use the formula: I help X achieve Y so they can A (now) and B (later).
- Run your message through stress tests (simple enough for an 8-year-old; uses your client’s real language).
- Choose aspirational language that attracts action-takers, not “stuck” identity labels.
- Once it’s clear, use it everywhere and repeat it more than you think you need to.
Episode outline / timestamps
00:08 – Why this matters (and why it’s trickier than it sounds)
01:22 – Principle #1: make it instantly clear who you help + what you do
02:44 – Repeatability: why you must say it over and over
03:09 – Common pitfalls: vague, too rehearsed, too broad, too process-led
05:18 – People buy the destination, not the journey (holiday analogy)
09:37 – The core formula: “I help X achieve Y so they can A + B”
11:33 – Person / Problem / Promise lens
13:06 – Stress tests: the 8-year-old test + “coffee shop” language test
14:46 – Lead with aspiration (not stuck/overwhelmed language)
18:01 – Where to use your message (bios, content, website, events, calls)
18:29 – Action: draft yours, say it out loud, simplify, then use it
Links + resources
Quiz: https://www.annapayne.online/quiz
Networking (30 days free): https://www.annapayne.online/networking
Leads tracker: https://www.annapayne.online/tracker
Free 15-min call: https://calendly.com/annapaynecall/introduction
Work with Anna: https://www.annapayne.online/everything
Meet your host
Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship.
She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams.
Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (Probably) and a keynote speaker on sales and entrepreneurship.
Subscribe / Follow
Apple Podcasts: https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587
Spotify: https://open.spotify.com/show/5RMn940JibdhqMWeQo73To