If I was to offer one piece of advice, this is it; your clients tell you how to sell yourself. Listen to what they have to say; use their words when describing your business; show the most relevant work; share how you can provide a solution. It’s that simple.
When introducing your business over the phone or in-person, always let your client speak about their business first. Listen carefully to the phrases they use, what their needs are, and how these align with what you are offering.
Look for the marriage and alignment between your work and the direction of their business or the overall brand. Likely there is a reason you thought they would hire you. Is it proving true? Where and how?
Repeat Back What They Said
When it’s time to give your elevator pitch, consider what they said. Use the phrases that apply to your business. If they’re working on campaigns that require ‘authentic lifestyle with a documentary feel’ ‘have been producing a lot of online content,’ and ‘their budgets have been lean,’ how do these statements apply to you and your work?
If nothing they have said applies to your business, perhaps you’re not a good fit. Ask more questions until you know for sure.
If their words do apply to your business, use them when describing your work or approach. Perhaps you have a ‘documentary approach with a polished commercial feel’ ‘have been doing a lot of pre-roll and E-comm content,’ or you ‘keep a talented lean production team to keep costs down while maintaining value.’ Start with the most relevant to them and build out the rest as additional value.