Long before personal branding photography was a thing, I created a business to offer a similar kind of service, but I did not know how to talk about it. 

“So... what do you do?” Someone would ask me at a networking function. I’d bumble and stumble through a long line of cliches and buzzwords. And in almost all cases, the person’s expression would glaze over, and then I’d get a puzzled frown. And then came the dismissive, “well, nice to meet you anyway.”

In any personal brand, few things are more important than the way you talk about your offer. It means the difference between "no thank you" or “tell me more!”

Your messaging can mean the difference between whether they click on your download or buy button or move on.