Photo by etech

When it comes to the questions we’re asked, “What do you do?” is at the top of the list. There are times when the answer is best delivered in the form of a catchy little “elevator speech.”

And then there are times when a longer answer is needed.

For example, a prospect may be visiting your website. Although he loves your site’s design and the pieces in your portfolio, he just can’t figure out what you do. So he clickety-hops away, never to be seen again.

Although they seem to be an anathema to many designers, photographers, and other visual types, nothing beats words when it comes to explaining what you do. I like the Question/Answer format that’s commonly used on website FAQ pages. It’s simple, direct, and easily customizable.

Here are some questions to get you started:

1. What kind of [work] do you do? In previous sentence, replace the bracketed word “work” with your field – writing, programming, design, photography, whatever it is. For your answer, offer a list of your services.

While some may disparage this approach as “just a laundry list,” it has a lot going for it. Let’s say that your website visitor is looking for a Flash programmer. If she finds it among your list of services, she may just get in touch.

Or suppose that the visitor is a search engine. You’ve probably heard search engines described as big, dumb computers that only understand text. So, think keywords. Get those into your list.

A special note to anyone who’s in a state of transition. (And who isn’t these days?) Let’s say that grant writing has been your bread and butter for many years. But you’ve had it with those organizations that just can’t get you the information you need until right before the grant deadline.

Sorry, but grant writing just isn’t good for you anymore. Let it go. First step in this process is omitting it from your “What I Do” List. The WID List is reserved for what you want to do, what you can do, and what the market will pay you to do.

2. What makes you unique? This is a hard question for a lot of freelancers. We’re quite adept at talking about our work. But when it comes to talking about ourselves, we’re at a loss for words. If you struggle with the answer to this question, get a close friend or family member to help.

3. What kind of clients do you have? This is a very good place to mention your Ideal Client Profile. And don’t think that you’ll turn people off by saying that you only work with companies of a certain size or those that are in specific industries. Freelancers who focus their efforts tend to do better than those who try to be all things to all people.

4. How much do you charge? There’s no single answer to this question. Some will mention their hourly rate and others will say that their fees are based on the size and complexity of the project.

5. What kind of business relationship will we have? While many of us prefer to work as independent contractors on an as-needed basis, some of us are seeking temporary, on-site positions. Whatever you want, say it here.

Tip: If you’re an independent contractor, this is a good place to say that you will only work with a single point of contact. This will avoid the “multiple inputs from multiple people” problem that arises when dealing with committees.

6. How do I pay you? Answer by telling people about your contract terms—do you require a 50 percent deposit before you start designing a website? Or do you bill your programming projects in thirds? And tell people how you accept payment – check, money order, electronic funds transfer, credit cards (and which cards), PayPal, etc.

7. How long have you been in business? If you’ve been in business for a decade or more, way to go! Say it loud and proud. If you’ve just gotten out of school and are new to the freelancing world, there’s no shame in saying so. Sometimes your fresh approach is what clients are looking for. Matter of fact, I’m using a startup run by college students for my computer hardware support. They’re doing a great job.

8. Where are you located, and what are your hours? Since many of us work from home, a careful answer is in order. If you’re like many work-at-homes, you may not feel comfortable with giving out your address. That’s perfectly understandable. So, provide a post office box as your “public” address. If you’d like, say that the delivery address (at your home) is available by request.

And, as for your hours, here’s a suggestion: I’ve read far too many FreelanceSwitchers’ stories about how they worked through the night on this, that, or the other project. People, stop this. It’s not good for you or those around you. Set office hours and stick to them. And let others know what they are.

So, there you have it. A list of eight questions that will help you explain your business to others.

And what can you do with this list? Since it’s already in FAQ format, why not use it on your website? You can also use it as a “master” document from which you can take copy for your brochures, proposals, and news releases.