How to Clearly Explain Your Concierge Business in 10 Seconds or Less
For those of you in the U.S., I hope you had a moment to pause and honor those who lost their lives serving in the military.
Maybe you hit the lake, grilled with friends, or took a well-earned break. Whatever you did I see you. And to those who gave everything I honor you
Now let’s shift gears a bit…
Today I want to talk about something that comes up all the time when you’re starting out:
The Problem?
That blank stare people give you when you tell them you’re a concierge.
Yup. That moment when their eyes glaze over, they tilt their head slightly, and you can almost see the question marks floating above them.
Just last week in my 100K Club Group, one of our amazing members shared her experience at networking events. She said:
“When I meet people in person, they either think I’m a virtual assistant or that I only work with seniors. I’m not sure why. This is how I introduce myself…”
“I’m the owner of [Business Name], a Lifestyle Concierge Business where ‘Your to-do list is our business.’ We support small business owners, busy moms, caregivers, and aging adults who are overwhelmed and need help with tasks like errands, organizing, shopping, and small events. Our goal is to bring work-life harmony by freeing up their time.”
Sounds great, right? But… something still wasn’t landing.
So she asked: “Is my messaging confusing?”
Here’s the truth:
Her pitch is trying to squeeze 8 services and 5 different types of people into one sentence. And when that happens? People walk away unclear.
Not because she’s doing something wrong but because she’s talking like an insider.
We use terms like “lifestyle concierge” because we live and breathe this industry every day. But to the average person? It sounds like something out of a luxury hotel brochure.
It’s kind of like meeting someone who says they’re a geotechnical engineer. Do you really know what that means?
The key is clarity. Not cleverness. And definitely not fancy wording.
What I Told Her
“Girl, it’s not you it’s them. But also… help them out. Speak in everyday language. Simplify. Be specific. And narrow it down.”
Then I rewrote her pitch.
And the next morning no joke she came back saying, “IT WORKED.” Someone immediately understood what she did and asked to learn more.
Here’s the deal: The clearer your message, the faster people will “get it”… and the faster you’ll grow.
Try This Instead…
Instead of saying:
“I own a lifestyle concierge business…”
Say something like:
“I help busy adults especially aging seniors by running errands, organizing their homes, and taking care of their to-do lists so they can stay independent and feel less overwhelmed.”
BOOM. Way easier to understand. And if you’re wondering how this ties into how to start a profitable senior concierge business this is the FOUNDATION. Because you can’t grow a business if people don’t even know what you do.
Related Resources to Help You Clarify Your Messaging:
If you’re struggling to explain your services or feel like no one “gets it,” I highly recommend reading How to Stand Out in Business. It breaks down how to become memorable in a sea of “sameness.”
Another helpful guide is Choosing the Right Services for Your Concierge Business. You’ll learn how to narrow your offerings in a way that makes sense to your clients.
And if you’re still in those early days of marketing or pivoting to serve aging adults, read How to Work With Aging Adults in Your Concierge Business. It’s full of insight on tailoring your services and your message to a senior audience.
Quick Tips to Avoid the Blank Stare
Don’t list 15 things you do. Pick 2–3 that resonate most with your ideal client.
Use language they understand: “grocery shopping” and “doctor’s appointments,” not “personal errand support.”
Practice your pitch aloud. Does it sound natural, or like a business school project?
Ask yourself: If your grandma heard this, would she understand it?
And listen, this isn’t about nailing it perfectly the first time.
Just keep testing.
Keep tweaking.
Keep getting out there and learning what resonates.
That’s how your message gets better. That’s how your confidence grows. And that’s how you build a profitable senior concierge business that truly helps people.
Final Word
It’s easy to feel like you’re not doing it “right” when someone doesn’t understand you.
But trust me: the problem usually isn’t YOU. It’s just about learning to talk like your clients, not your industry.
Keep showing up. Keep getting clearer. Keep making conversations easier. Because the right words open doors and the right message builds trust.
And hey want to know how I talk about what I do so that people always ask questions and want to know more?
Watch this.
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Thinking about starting a concierge business but not sure what you need—or where to even begin? The Concierge Starter Kit includes the exact templates, client forms, flyers, and tools I used when I first got started—plus a video walkthrough showing you how to use them all. I also cover what kind of insurance actually matters (and what’s just noise), so you can skip the overwhelm and start on solid ground.
➤ Grab the Concierge Starter Kit – $47. It’s the shortcut I wish I had. Get it HERE: https://theconciergeacademy.com/starterkit
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