Most professionals really struggle with a few basics, according to our research. These are identifying their target clients, how they add value to them and what their "elevator pitch" is. When asked "what business are you in" or "what do you do specifically", most professionals cannot give a clear and consistent answer. It takes a lot of effort to get this right and the simpler and clearer your message, the more likely you are to get clients who understand what it is that you can do for them.