Every so often ask yourself the following questions and update any that have changed. It is a good talking point for new as well as established clients.
What business are you in?
What are you selling to your customer, product and service(s)?
What is your forte, if any?
What is your characterization of success?
What will your business look like each year from 1 to 5 years from now?
Write down anything else you need to say about your business.
Craft a short statement that will be your mission announcement. Practice until it becomes natural when you say it, and your client base understands exactly what you do.
Contact me if I can help your business.