When I teach seminars, I usually go around the table and ask people to introduce themselves. One evening, after a string of self-introductions by job titles like, "I'm an environmental consultant" or "I'm a teacher," a man said, "I'm ____ ____. I help people acquire wealth and pass it on to their children intact." The room fell silent as people comprehended what he did in a way they never would have had he said, "I'm an investment counselor."

When San Franciscan Patricia Fripp meets people on airplanes or at parties, she never tells them straight off the line of work she's in. Instead, she replies, "You know how meetings and conventions are supposed to be dynamic and exciting and they're usually dull and boring? I have some practical ideas I present in an entertaining way, with the result that people stay awake, have a good time, and get the company's message." Only then does she add, "I'm a professional speaker."

To make an impact when you introduce yourself, set aside your job title in favor of the benefit you provide to your clients or customers. More examples:

* Desktop publisher: "I help people present themselves attractively on paper, by designing resumes, brochures and newsletters."

* Chiropractor: "I help free people from chronic pain."

* Audio publisher: "I produce tapes that entertain and inform people while they're driving, exercising or cooking dinner."

* Hardware store owner: "I provide people with the equipment that keeps their homes and offices in good repair."

* Telephone services broker: "I help people get the best telephone service at the lowest possible cost."

* Hat designer: "I create things people can wear on their heads to stay warm and feel good about how they look."

Another strategy that bypasses the yawn reflex is using a creative job title, one people haven't heard before. Bill Black of Atlanta, Georgia, provokes lots more interest when he calls himself a "combat accountant" than when he uses his more formal title, "forensic accountant." People who hear a creative self-designation can hardly restrain themselves from asking, "What's that?" Black never calls himself just an "accountant," because then people jump to the false conclusion that he does taxes.

Similarly, Wendy Traynor of Boston, who handles investments and insurance for clients, calls herself on her businesscard, "Alternative Financial Strategist." My mother took one look at those three words and made an appointment.

You can notch this strategy up one level by devising a unique moniker or professional nickname for yourself. That is, instead of calling yourself "a ____," you call yourself "the ____." Suzanne Faulkner of Brookline, Massachusetts, calls herself "The Samurai Waitress." After the inevitable, "What's that?" she'll explain, "I use the principles of Aikido, a Japanese martial art, to blend with my customers to give and get the best from them. They get the best service, I get the best tip."

Try one of the above strategies if you're tired of seeing eyes glaze over when you introduce yourself.

Boston-based marketing and publicity consultant Marcia Yudkin is a syndicated columnist through ParadigmTSA, a public radio commentator and the author of nine books, including Six Steps to Free Publicity and Persuading on Paper: The Complete Guide to Writing Copy that Pulls in Business. She also delivers eye-opening, content-rich seminars on publicity and marketing to business and professional groups nationwide.

Read more about networking.
Read about choosing company tag lines.
Read about company slogans.

Copyright 1999 Marcia Yudkin and ePromos. All rights reserved.