One of the most serious ways you are selling yourself and your product or services short is by focusing on features and not benefits. What the heck do I mean? Well think about your client and put yourself in their shoes (by the way, if you can’t do this easily, you don’t know them well enough and need to do more research.) As they head to bed at the close of the day, what are the concerns that are keeping them awake?
Let me show you what I mean:
You might sell marketing consulting and plans but that isn’t what they are suffering without. They need more customers in their business. You want to lead with what is front and center for them, not your deliverable but instead the result they realize when they use your product or service.
“I show you how to simply and powerfully attract and capture more ideal clients to add dollars to your bottom line.”
Do you sell home furnishings or carpet? It is unlikely that they are staying up nights worrying about that. Instead they are focused on that upcoming visit from a critical mother-in-law that means they need to make interior decorating changes. Or, they have worn out pieces that preclude them from being comfortable and inviting friends over.
“Tired of hearing your mother-in-law harp about your home decorating? Refresh your look with the perfect pieces for your style that will wow even the most critical mother-in-law.”
“Are you too embarrassed to have friends over? Let us help you find the style that is you, pulling it together and making you look good.”
You may be a coach but instead of zeroing in on the value and results you provide, you get caught in conversations about how many sessions they get, do they get email support, and more. That isn’t relevant to your client’s needs. They want to know what their transformation will be by working with you.
“Imagine clearing up the blocks to better relationships in your life so you can enjoy not just loving relationships with your family but also harmonious relationships in your workplace. You will look forward to going to work each day and be excited to embrace weekends with your family and friends.”
Once you nail down the “pillow talk” of your market, you can much more easily create compelling copy and conversation to drive them to the decision that you are the solution to their pain. As long as you fail to deliver the answer and instead give just the details of delivery, you are going to miss their boat. They won’t see you as an answer but only as an obstacle and they’ll keep searching. Open up your opportunities and your bottom line by pinpointing their pain and brandishing the salve they need most.
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