A Harsh Truth Every Business Owner Needs to Understand
Tuesday February 28, 2017
When I teach people how to describe their services, or when I write their materials for them, I often end up having to tell them a certain harsh truth:
Unless they know you personally, your potential clients probably don't care about the things you care about.
You know these things are important. I know they're important.
But your clients don't know, and therefore, they don't care. At least, not until you give them a reason to care.
Here are three things your clients don't care about as much as you might think.
1. Your clever slogan.
A clever, catchy slogan does make your brand more memorable, and can endear you to your clients.
But unless it explains exactly how your product or business changes your clients' lives for the better, it probably won't convince them to open their wallets, so don't use it as a selling point or as a way to describe your offering.
I've had several times when I looked at a client's marketing materials and thought, "If you hadn't already told me verbally what your product does for your clients, I wouldn't be able to figure it out by reading this, and the slogan you used as a substitute for a selling point doesn't tell me. That needs to change."
2. Your product and how it works.
What?! Your clients don't care about your product? Then how are you supposed to sell it?
That's simple: by telling them WHY they should care about it.
Your clients don't care what your product is, what it includes, or how it works, until they know how it solves their problems or helps them get what they want.
Once they know that, THEN they start to care how it works - but if you want to keep their interest, you need to explain the features, functions and process in terms of how each aspect affects the things the clients DO care about.
How do those features address the problems that your clients know and worry about? How do they give them the benefits they know they want?
That should be the focus when you explain your product.
3. The root cause of their problem.
Unless they're already students in your field of expertise, whether it's business, health, self-improvement or anything else, there's a very good chance that your clients don't know about the root cause of their problem.
Some of them might know, but don't bet your success on it.
Because of this, it's important to describe the problems you solve in terms of the symptoms, not the disease.
Don't tell them you're going to fix their bad relationship patterns. Tell them you're going to help them stop attracting bad partners.
Don't just tell them which health issue you're going to cure. List the symptoms that that health issue might cause, so the people who aren't sure what's wrong with them can compare those symptoms to their experience and find out if they even have the illness you address.
Always do your best to meet your clients where they are.
Every time you sit down to write a piece of marketing, ask yourself: "Do my clients know what I'm talking about? Is this immediately self-explanatory? And does it focus on the things that my clients already care about and are looking for?"
If the answer to any of those questions is "no", then it's time to pause, think and rephrase.
Want to get your materials written for you?
As you were reading this, you may have thought, "I don't have time for all this. I don't want to write my own materials, figure out how to phrase them, and study a bunch of marketing principles just to get clients.
"I just want to serve clients and do what I do best!"
If that resonates with you, I have a special invitation: you can not only get your materials written for you, but you can also get other business owners to promote your business to their clients!
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