How To Explain What You Do At CNY Gatherings
You're at the reunion dinner table. The yusheng has been tossed, the mandarin oranges exchanged, and now comes the inevitable question from a well-meaning aunt:
"So... what exactly do you do ah?"
You hesitate. Do you say "I'm a consultant"? Too vague. Do you launch into a detailed explanation of your services? Their eyes glaze over before you finish your second sentence. Do you deflect with "Oh, a bit of this and that"? Now they think you're unemployed.
Sound familiar?
If you've ever fumbled through an explanation of your business at a family gathering — or worse, watched someone's face go blank as you tried to describe what you do — you're not alone. And here's the thing: it's not just awkward. It's a missed opportunity.
Because that casual "So what do you do?" isn't just small talk. It's a chance to practise your pitch, clarify your positioning, and yes, even get referrals. (Auntie Linda might not need your services, but her friend's daughter just started a business and could really use your help.)
The problem is, most of us don't have a clear, confident answer ready. And when you can't explain what you do in a way that makes sense to anyone — even Uncle who still thinks the internet is a fad — you're not just losing potential business. You're also signalling that you're not quite sure yourself.
Why "I run a business" isn't enough
Let's be honest: saying "I run a business" or "I'm a consultant" or "I'm in marketing" is the equivalent of saying "I eat food" when someone asks what you had for lunch.
It's technically true, but it tells them nothing.
And here's what happens next: either they nod politely and change the subject, or they ask a follow-up question that puts you on the spot. "Oh, so you work from home? Must be nice to have so much free time." (Cue internal screaming.)
The real issue isn't that your relatives don't understand what you do. It's that you haven't given them a clear picture they can hold onto.
And if you can't explain your business simply and confidently to someone who has no context, how are you supposed to pitch it to potential clients, partners, or collaborators?
Why your one-liner matters (beyond CNY gatherings)
Here's the truth: your one-liner isn't just for surviving family reunions. It's for every casual conversation where someone asks what you do.
The friend-of-a-friend at a birthday party. The person sitting next to you on a flight. The stranger who compliments your laptop sticker and asks, "So what do you do?"
These moments happen all the time. And if you don't have a clear, confident answer, you're letting opportunities slip by.
But when you do have a solid one-liner? Everything changes.
You sound more confident. You attract the right people. You get referrals without asking for them. And most importantly, you get clearer on your own positioning — because if you can explain it simply, you understand it deeply.
The framework: three parts, zero jargon
The good news? You don't need a fancy elevator pitch or a rehearsed sales script. You just need three simple pieces of information, strung together in a way that makes sense to anyone.
Here's the formula:
Who you serve + What you do + Your unique angle
Let's break that down.
1. Who you serve
This is your ideal client, described in a way that's specific but not exclusionary.
Instead of "I work with businesses," try "I work with product-based businesses" or "I help busy parents" or "I support women-led brands."
The more specific you are, the easier it is for people to picture who you help — and whether they know someone who fits that description.
2. What you do
This is the service or product you provide, described in plain language.
Forget the industry jargon. Forget the buzzwords. Just say what you actually do.
Instead of "I provide strategic brand positioning and messaging frameworks," try "I write website copy that sounds like you."
Instead of "I offer holistic wellness consultations," try "I help people figure out what's actually causing their migraines."
3. Your unique angle
This is what makes you different. It could be your process, your personality, your positioning, or your promise.
Maybe you're the one who makes branding feel less overwhelming. Maybe you're the tutor who uses games instead of worksheets. Maybe you're the photographer who specialises in awkward families.
This is the part that makes people say, "Oh, that's interesting," instead of just nodding politely.
Putting it all together
Now you take those three pieces and string them together in a way that sounds natural.
Here are some examples:
"I help busy parents plan healthier meals without spending hours in the kitchen."
"I teach primary school kids Math using games and storytelling, so they actually enjoy it."
"I design sustainable packaging for product businesses that want to look good and do good."
See how that works? It's clear, specific, and conversational. No funny jargon that nobody understands. Just a straightforward explanation that anyone can understand.
Handling the follow-up questions
Now, here's where it gets tricky. Once you've nailed your one-liner, people will ask follow-up questions. And some of them will be... less than helpful.
"Oh, so can you do that for me?"
If they're not your ideal client, this is your chance to kindly redirect. "I specialise in [your niche], but I'd be happy to recommend someone who's a better fit for you."
If they are a potential client, don't jump straight into business mode. Keep it casual. "I'd love to chat more about that! Let me send you my details after the reunion."
"Is that actually profitable?"
Ah, the classic. Here's the thing: you don't owe anyone a detailed breakdown of your revenue. A simple "It's going well, and I'm really enjoying it" is enough.
If you want to share more, focus on impact instead of income. "I've worked with over 20 clients this year, and it's been so rewarding to help them grow."
"So... you work from home? Must be nice."
This one stings, doesn't it? The assumption that you're just lounging around in pyjamas all day. (Even if it’s entirely true.)
You don't need to defend yourself. Just reframe it. "I do work from home, which gives me a lot of flexibility. But I'm definitely busy — I've been fully booked for the past few months."
The real benefit: clarity for you, too
Here's the thing about crafting a clear one-liner: it's not just for other people. It's for you.
When you can explain what you do in one simple sentence, it means you understand your own positioning. You know who you serve, what you offer, and what makes you different.
And that clarity? It shows up everywhere.
In your marketing. In your sales conversations. In the way you make decisions about what projects to take on and what to say no to.
So yes, having a solid one-liner will help you survive CNY gatherings without the awkward silence. But more importantly, it'll help you run a business that's focused, confident, and clear.
Your turn
This CNY, when someone asks what you do, don't fumble. Don't deflect. Don't launch into a rambling explanation that leaves everyone confused.
Just take a breath, smile, and say your one-liner.
And if you need help crafting one that doesn't sound robotic or sales-y? I've got you.
Download my free Pitch Perfect guide for a step-by-step template that works for any business — whether you're explaining it to investors or to Ah Ma over pineapple tarts. It'll walk you through the exact framework, with examples and prompts to help you find the right words.
Because you deserve to explain your business with confidence. And your relatives deserve to finally understand what you actually do.
Need help making sure your messaging is clear across your entire brand — not just your one-liner? That's exactly what I do. Let's chat.
the author
Hi, I’m Melody! I help women-led brands make money with copy that reflects their true brand personality and speaks directly to their audience’s hearts.
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