“So what kind of work do you do?” This commonly asked question has stumped me for years. Even though people ask it often, I always seem to be caught off guard. I find myself verbally stumbling, trying to figure out the right words and phrases to encapsulate what I do. I end up throwing out some or all of the following in no particular order:
“I sew stuffed animals.”
“I design sewing patterns for plush toys.”
“I write craft books about sewing stuffed animals.”
“I sell sewing patterns for stuffed animals online.”
“I teach people to sew and to design their own stuffed animals.”
“I license sewing patterns to companies.”
“I sell the stuffed animals I make.”
“And I’m a craft blogger.”
Oh gosh. That’s a lot to say, and I end up skipping something or emphasizing one thing that’s really not the whole of my business. This question, “What kind of work do you do?” is both exciting (I love what I do and I want to tell everyone I meet all about it!) and stressful (It’s hard to describe!).
Fundamentally, though, it is a simple question, I know it needs a simple answer. It needs an answer that’s short and sums it all up. Something easy to wrap your head around even if the person I’m talking to doesn’t sew, or has never heard of Etsy, or doesn’t know what the term “softie” refers to. At the same time it needs an answer that doesn’t minimize or trivialize my work. I don’t want to make it seem like this is just a hobby I do once in a while.
I’d been thinking quite a bit recently about how to better frame my answer to this question. I needed a new elevator speech. I’m reading Kari Chapin’s new book, Grow Your Handmade Business and her chapter on elevator speeches is what got me thinking about this topic initially.
Image by robinsonsmay on Flickr.
This week I was chatting about elevator speeches with my friend Stacey and she shared her elevator speech with me. Stacey and I both design patterns for stuffed animals, hers crocheted and mine sewn. We both write craft books. We both sell patterns online. We both teach, and blog. So I was keenly interested to hear how Stacey sums this all up when people ask her, “What kind of work do you do?”
Her answer is brilliant.
“I have a stuffed animal design company.”
Image by derekskey on Flickr.
Why is this answer so smart? As Stacey pointed out, it appeals to different kinds of people and removes some of the words that can give the wrong impression or shut down the conversation.
People who are interested in small businesses ears perk up when they hear you run a company. These are many of the same people who shut down when you say that you sew, or crochet, or write a blog. But at the same time it leaves to door open for people who are interested in DIY or crafts or online commerce or blogging or teaching to ask more questions and start up a discussion.
And it really works!
Here’s an example. This morning I was at the post office and the clerk asked me (again) why the package I was mailing was rattling. “What’s in here?” she said.
“Craft supplies,” I answered. “Rattle inserts for toys. I have a stuffed animal design business.”
From behind me I hear a woman say, “Oh, wow, do you design stuffed animals?”
“Yes!”
I explained what I do in more detail and it turned out that she was the editor of Fortune Small Business magazine for many years and continues to be a business writer. She was fascinated by my small business and we had a really nice chat that led out to the parking lot. When we parted I gave her my business card. It was awesome and you never know where these connections could lead.
Would the conversation have gone the same way if I had said, “I sew stuffed animals?”. I don’t think so.The word business, or company, adds gravity to your description and gets at the complexity of my day to day work life. And it’s accurate and all encompassing. I work many, many (many) hours (some might say obsessively) on every aspect of Abby Glassenberg Design. Why not share that when meeting new people? It helps to create connections that I would otherwise have missed.
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So let’s hear it! Do you have an elevator speech? I know you do! Even if you’re just starting out, if you take what you do seriously and you want to tell people about it, you need to be able to explain it.
Don’t be shy. I just shared mine. Share yours in the comments, even if it’s just an elevator speech in progress. Let’s practice!
Yes! Yes yes yes!
Abby, I have the same ‘problem’ when people ask me what I do. Normally I say “I design embroidery patterns” – which a lot of people have a very hard time relating to.
So thank you (both you and your friend!) for a smart answer!
“I have an embroidery design company.” Kinda like the sound of that! 🙂
Ha ha! Great post 🙂 I like to chuck in the word ‘freelance’ for a bit of gravitas – makes it sound like I am busy and in demand!!
Ah, this post rings so many bells with me!
I struggled for years to describe my job to strangers, but now I just say “I’m self-employed, I run my own crafts business” … which (like you said) has the potential to start more detailed conversations about what I do, and is MUCH more impressive-sounding than anything else I’ve tried.
I often elaborate a bit afterwards about how I design and write and sew and sell supplies, etc, but I *always* get the word business in there early on. I’ve found that guys in particular seem to be really impressed by the “business” part, where before their eyes automatically glazed over at the mention of the word “sewing”.
Love the idea of having an elevator speech. Having the words put together ahead of time really helps with making new connections and making sure you’re presenting yourself in the most thoughtful and impactful way possible.
Thanks for sharing!
You're welcome, Chrissy. I think practicing in advance, however it corny it may be, is actually a good idea.
I'm so glad it was helpful to you, Carina!
When I mentioned the sewing business at the post office, the clerk said what many people say, "I could never get the bobbin wound. That was the end of sewing for me!" At least everyone likes stuffed animals!
This post resonates with me, and I don’t even have a business! I’m not sure how to describe what you have done, but what I feel is that you’ve grown up. You’ve renamed yourself from hobby to business, and that descriptor changes everyone’s perception, including your own, of what you do. Such a simple thing, and yet so powerful.
Great post Abby! I have had this problem many times, too. I finally decided to start with the sentence “I have my own business.” Then I can sort of tailor the rest by the situation. 🙂
I struggle to describe what I do, because I rarely actually earn from my crafting, so I feel I can’t describe it as a business because then people might say ‘oh, do you earn good money then?’, and I’d have to say ‘NO!’. But it feels like MORE than a hobby for me – I put so much time into my scrapbooking, cardmaking, and other crafts, and writing my blog, with occasional articles for magazines, design teams, and books – which I usually get paid for in products rather than cash. I’d like it to earn money for me someday, but right now it’s just a passion, and that’s hard to convey to people who don’t have much interest in crafts.
So I usually just say I’m a stay-at-home mum and craftsperson, and then don’t elaborate unless I’m asked more. I’d love to come up with an elevator speech, I’ve managed to come up with them before for a book that I was writing when at uni, and for a small business I used to run with a friend. I will have to keep pondering on this! Thanks for the thought provoking post (which I found via Julie Kirk on facebook – have now liked you fbook page too!) x
I usually say I make embroidery patterns and write about embroidery and it definitely isn’t the right ‘pitch’. The usual response is ‘ooh nice’ :/ For some reason I hesitate to call it a business or company…
I wonder where that hesitation comes from. If this were a male dominated business would we be as hesitant to confidently state that we run small businesses?
I have a lot of difficulty in that many people find what I do amusing and don’t take it seriously – I design and make tiny knitted animals and everyday objects. It helps to throw in the words ‘designer, freelance, artist, internet shop’. For some reason, saying I sell most of my work to the USA (I’m British) helps to add gravitas. On the other hand, people don’t forget about me afterwards and it’s great when shop owners, post office workers etc. ask what I am making now and it does lead to new commissions. I do use the words ‘my own business’ to describe it all to strangers who are usually far better at accepting it than my family who tend to be quite patronising about my hilarious little ‘hobby’ ….oh yes, that does touch a nerve!
This is something I struggle with too, I wonder if it is hard to call what I do my business because I enjoy it so much and lavish attention on it like it is my 4th child!
I’m going to try saying ‘I run a creative workshop company’ or something along those lines in future rather than ‘ I teach knitting, crochet and sewing’.Thanks for the push in the right direction.
I love this post Abby. Sorry I don’t have the time now to read all the responses here in the comments but I would guess that there are a lot of people who can relate to this topic, in many areas of the craft world (and art world too).
For some reason we need ways of validating what we do, perhaps it’s because deep down we know how people perceive what we do does matter. I hope your post office chance meeting turns up trumps for you in one way or another!
Yep! I can relate too 🙂 I start by saying “I have my own business.” then if I’m asked what kind of business I say “I make things and sell them” maybe I’ll throw “in my studio, at shows, in shops, and globally, online.” If the person is into crafts we’ll talk about what we make, if the person is into business we’ll talk about that instead. It seems to work out. It took a while to hone this but it works!
Interesting! For some reason, “company” makes me think you employ at least one other person, but “business” doesn’t … It doesn’t make sense but that was my initial thought.
Interesting, Holly. I wouldn’t want to give people the impression that I have a factory situation with lots of employees (or even one!). Perhaps sticking with “business” is best.
Oh my, Caroline! I did have that problem to a degree for several years. Once you get a book deal people take you seriously. It shouldn’t be that way, but I’m afraid it is.
I like “creative workshop company”! That sounds like something I’d like to know more about.
I think your approach is similar to what Betz said above. Start with a general statement and then refine it depending on who you are speaking with! Thanks, Liz.
Great post! I have the same problem. I like the idea that you can emphasise the design part, rather than (or as well as) the construction part. I always thought it was obvious that I designed the things I make, but I don’t think people always realise. A lot of people seem to assume I’m working from commercial patterns. I took my sewing machine into work the other day, and I was making prototypes for a new bear. I had to explain what I was doing to a lot of people, and they seemed quite taken aback by the whole process. And fascinated when I did explain it. I think a lot of people don’t think about the design process at all when they see something hand-made.
To be honest, I think it’s more the ‘I’m not making too much money with this’ aspect 😉
great post thank you, I’m thinking…’I have a dance design business.’ Not quite yet, but… I’m designing logos, cards, canvases and sumptuous clothes to Tango in. Haven’t been able to answer that question, I’ve muddled through and done myself down. So thank you for helping me to think about it.
Squee! I can’t believe you got to try out your speech on someone at a small business magazine!?! How awesome is that!
Stacey – It all came together because of you! Thank you so much for sharing your elevator speech with me. I think this really speaks to the wonderful positivity that comes when we share and grow together!
It sounds like you have a somewhat unusual business, too. Hopefully coming up with a phrasing that is intriguing will encourage people to ask more about it and get excited about your work!
I’ve only read through part of the comments, but I’ve read some comments relating to how much money is made. I’m going to step on a box and say something, here.
1) It’s really no one’s business how much money you make.
2) Many restaurants don’t earn a profit in their first year (or, if you think about doctors paying off student loans!) Can you imagine a restaurant owner or doctor denying that they’re running a business/practice? NO! Just because we work on crafts doesn’t mean we’re any less of a business!
And if you just *HAVE* to have something to say, you can always reply, ‘well, most small businesses take a couple years to turn a profit, and I’m ahead of schedule!’ (even if your only profit so far is bartering for products). We should be proud of what we do!
Ah, I see. Not making “enough” money seems to be a big stumbling block when it comes to explaining what we do without hesitation. I have that same feeling at times, too. This here business is certainly no Fortune 500 company!
I think this is a really important point, Stacey. I joined Etsy in the summer of 2005 when the company was founded. I remember hearing an interview with Rob two years later and he was predicting that within the next year they expected Etsy to be profitable for the first time. There were hundreds of thousands of users at that time. I was so shocked, but if you think about it, of course it takes years to build a profitable business in any field, crafts or otherwise.
Ruth, This is actually a great topic for a future post. You are so right that people do not see or realize the design work that goes into almost everything they own unless they are made aware of it for some reason. In all fairness, why would they, but I have had the same experience of people not realizing that I was actually making the pattern pieces for the toys I sew. I'm going to mull this issue over and hopefully write more about it! Thank you.
I was doing a knitting demo this weekend at a large craft store and a man who was demoing some very fancy blendable felt tip pens asked me what I did so I used my elevator speech. And felt very grown up!!
Wow! You put it right to work. It helps to be prepared 🙂
OH yes, yes, yes. I struggle with this all the time. All. The.Time. I usually say I teach sewing and sell things to sew. (blah.) But, sometimes it feels like saying ‘business’ sounds like an exaggeration even though I do have a FEIN and the whole deal. Maybe “I run a small sewing business.” …too vague. Boy, do I need to think on this one. Because you are right. We need to own and raise up what we do, validate it and take it seriously..even if it is part of the domestic arts.
You are so right. I don't think "I run a small sewing business" is too vague. In fact, leave out small in the beginning. Some people will shrug and move on and other people will ask further questions. For those people you can get into more detail about the size and make up of the business. I think "I run a sewing business" is a perfectly acceptable elevator speech!
Thank you. I’m always afraid I’ll sound pretentious so probably write myself off a little too much. But I still sell so little that business might be a glorification! Any suggestions for those of us probably too small to fairly call it a business?
(Oh, yes, my particular crafts – wirework jewelry and art dolls.)
A great question, Sandra. I think it's perfectly fine to say, "I make jewelry and art dolls" or "I sew and doe wirework" and then explain further if people are curious.
I do so know what this is like. I am a freelance photographer and that is one of my “realjobs”. Patronizing about photography aside… I also design and make quilts and crocheted/felted items. When I tell people and family what I’m working on they look at me oddly and say, “But that takes a lot of time…” and then they wait for a response. As if they expect me to throw up my hands and say, “You’re right! I’d better stop.” I believe things are worth making and spending time on to make them special and unique and beautiful, even if at times you do it for only beauties sake.
As an aside, after I tell people I’m a photographer and they tell me they do photography as a hobby I sometimes tell them I know what they’re talking about as I do medicine as a hobby. Occasionally it makes people think for a moment 🙂
I think I struggle with the word “design” and also the sales aspect of it. I hate sales. It was my first job out of college and there is nothing worse (to me) than trying to sell something to someone who doesn’t have a need or want for it. So I try to create products that people want and let the products sell themselves. That doesn’t work if no one knows who you are or what you do, though.
The word “design” implies that I’m an artist. I don’t see myself that way. This is math and technical writing for me. My bags are mostly rectangles or super basic curvy shapes, but 30-something pages of detailed instructions later you sure are going to learn how to assemble that thing. Maybe the designing will come later? My cousin is a fashion designer. She is constantly sketching dresses. I sketch bags but it’s so much more scientific. Does this strap need to be a fraction wider or narrower, move that front pocket up or down an inch. Should that strap be 1/2″ or 5/8″ from the edge? That sort of thing. My sketches are covered in math.
Yesterday in JoAnn’s the girl at the fabric counter asked what I was making. I tried to explain and started with my free tutorials. Maybe I feel like that is less “selling”? Somehow I started talking about the TARDIS wristlet tutorial and her eyes lit up. And I explained that i designed it as a free add-on to my otherwise paid-for wristlet pattern. She was like I DON’T CARE I WANT IT. So, honestly, the issue is with me and not with other people. I gave her a card and apparently made her day.
Next time I will say, “I own a purse pattern design company.” Or maybe, “I teach people how to assemble bags,” and see what that gets me? My “elevator” pitch would be looking at the floor and standing at the back hoping no one talks to me.
One really great tip that Michelle from Michelle Patterns blogged about a long time ago was, if possible, have something you made with you. So I try, really try, to only carry purses I’ve made. It’s difficult when I don’t have one of every size and shape and color, but I try, especially if I’ll be in a situation with new people. Then when people ask “oh where did you get your bag” I can explain. I’m not (I’m just not) going to start going up to people, introduce myself, and tell them what I do. So it’s a compromise between that and hiding in the corner.
Have you blogged about working from home yet? People don’t understand flexible is not the same as unlimited free time. That would be a fun one to discuss. 🙂