Introducing yourself is a key element of marketing. The “elevator speech” is a short summary of your business that you can use when you interact with someone. Include the key benefit of working with you before you state your occupation or job title. This format positions you in the listener’s mind before she forms her own opinion about you. For example, if you open with “I’m an attorney,” the listener may make the mental jump to litigation or criminal defense which will require re-calibration if you’re a family lawyer. Grab the listener’s attention with how she’ll benefit from knowing you first.

Here’s my example: “I’m Kate McGuinness. I help women professionals achieve their goals by providing support, perspective and accountability. I’m an executive coach.”