| Cereal manufacturers know how to grab your | | | | I vs. You |
| attention: bright colours, simple and compelling | | | | In the features list above, notice how many times |
| messages ("Source of 5 essential nutrients!!!"), | | | | "I", "we", "our", "my", and "me" are used. People |
| catchy headlines. What about the ingredient list | | | | are naturally concerned with their own needs first. |
| with all the nutritional information? That's on the | | | | By presenting them with a list of reasons why |
| side; easily found, but obviously secondary. | | | | you are so great, you are sending them the |
| The lesson: Ingredient lists don't sell cereal. Look | | | | wrong message: that their needs are secondary |
| at your business features as you would the | | | | to what you think they should know. Don't make |
| nutritional information on a cereal box: people only | | | | the mistake of turning your marketing into a giant |
| look at it when they are already considering | | | | résumé of your accomplishments. |
| buying the box. It displays important information | | | | Use words like "you" and "your" more often. |
| that needs to be communicated, but it does not | | | | Be your own client |
| answer the first questions in the client's mind. | | | | What do your clients look for? Try a little role |
| For service providers, marketing is a challenge: | | | | playing: Pretend you are your own prospective |
| you know your service is useful and has value, | | | | client and objectively evaluate your |
| but because you don't have a physical product, | | | | communication material. |
| the benefits may be harder to define. After all, | | | | Ask yourself: Would I buy from myself? What |
| your client will only experience what you do once | | | | would keep me interested? What am I looking |
| they actually hire you, which they won't do if the | | | | for? What do I really want? |
| benefits of using your services are not convincing. | | | | Learn from how you search the web: If you |
| How will you, as a service professional, deal with | | | | were looking for administrative help, would you be |
| this fact? You must communicate with your | | | | searching Google for "15 years of experience"? |
| clients by being focused on their needs first. | | | | Probably not. You would be more likely to search |
| Attract, then Inform | | | | for terms like "database entry" or "transcription |
| I notice that many of my clients put too much | | | | services". If that's what you look for, chances are |
| emphasis on what they do instead of emphasizing | | | | most of your clients will do the same. Give them |
| why their audience should choose them over the | | | | what they want and organize your information |
| competition -- or choose them at all. | | | | accordingly. |
| Note these claims: | | | | As you create any communication material, |
| We offer a 90-day guarantee | | | | answer these questions: |
| I have over 15 years experience in my field of | | | | What is the value of my service? |
| expertise | | | | What distinct problem will my service solve? |
| I give 10% off all first-time buyers | | | | What will my client gain? |
| We'll set you a free e-mail account when you | | | | What does my client stand to lose by not using |
| purchase our 1-year plan. | | | | my service? |
| I'll send you my 20-page report when you sign up | | | | How will my client feel after buying/using my |
| for my newsletter | | | | service? |
| My office is fully equipped to fill your needs. | | | | What pain will it take away? |
| I've done research in this field and found ... | | | | What goal will my client achieve? |
| I am a member of these organizations: ... | | | | What desire does it fulfill? |
| What's wrong with these claims? Absolutely | | | | The answer may be different for each target |
| nothing, if they are true. In fact, these are | | | | market, so it is important to know who your |
| features your clients should be aware of. They | | | | prospective clients are before asking yourself |
| are part of what you are offering (the "what" of | | | | these questions. |
| your business), but they are independent of your | | | | Being completely objective about your own |
| clients and their personal concerns. | | | | business is not easy; you've worked hard to build |
| Benefits are effective in attracting people because | | | | it and you know it inside out. Defining your |
| they speak to what they can gain personally. | | | | benefits from an outside perspective can enable |
| Once you have their attention, then you can | | | | you to better understand how other people view |
| enhance your selling proposition with features. | | | | your business. Getting a view of your own "big |
| Features can close a sale, but they will usually not | | | | picture" is something a professional business coach |
| be your client's first point of entry. | | | | can help you achieve. |
| Your benefits should: | | | | Whether you do it alone or get outside help, it |
| Show the value of your services, | | | | never hurts to think about what you have to |
| Tell your audience what problems you will solve, | | | | offer to potential clients. So, next time you're at |
| and | | | | the grocery store, stop by the cereal aisle and |
| Describe what they stand to gain by doing | | | | ask yourself: "What are MY 5 essential nutrients? |
| business with you | | | | |