Was at a gathering with some local business owners.
Was asked to explain what I do for a living.
Like you I am tired of trying to explain what an online marketing consultant is only to have someone stare blankly into my face and then say "oh I get it you build web sites".
So anyway this time when asked I said:
"I earn a living destroying businesses." Then there was silence.
I went on to say. "Simple really. I pick the one business in a niche that has the best chance of being the top dog. The one that deserves it because they deliver the best value to their customers. I take their money in exchange for speeding up the natural selection process. Their competitors are weak in comparison and would of failed anyway. I just do what it takes to make that happen faster."
Had half a dozen business owners that day pitching me on why they were the top dog in their niche and wanting to talk further.
Beyond the amusement of making a room go quiet this makes me reflect on the reality of the impact we can have on a niche, especially locally focused niches that are not doing marketing well. I don't keep a score card but for every business I have helped I'm sure there are half a dozen that have had late nights wondering what the hell happened to their market share.
Though I had never really consciously thought about it, knowing this deep down inside is likely what drives me to never work with people I don't like or businesses I do not like or believe in.
Curious to hear back any interesting ways you describe what you do.
I was not there to get business so did not really care how it went over. I was just having fun. It was amusing to me that it got the reaction it did.
It could be a major flop for some so I hope a bunch of newbies don't start running around going all Clint Eastwood on their prospects. It could make you look like an ass. It's all in the delivery ;-)