How Will Your Customer’s Life Improve by Buying From You?
Benefits
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Benefits 〰️
When entrepreneurs write, we often focus on ourselves and our own businesses instead of on those of our customers and prospects.
We forget to tell our audience what benefits they will get by buying from us.
Our websites, our newsletters, even our social posts are filled with this type of written content.
You launched your business because you believe in your product or service. It does something to improve your customer's lives, whether it makes them look or smell pretty, gets them out of a legal jam, gives them instruction on power squatting, or shows them how to find mental strength and clarity.
TELL THEM HOW THEIR LIVES WILL BE BETTER BY BUYING FROM YOU!
Look at the difference between all the (a) and (b) statements below. Note how the (b) statements take the emphasis off the “I” of the writer, and put it on the customer.
(a) I am a certified nutrition coach and I have published many articles in industry publications that talk about my tried and true method for weight loss. I lost 50 lbs. and kept it off, and now I can teach you how to do the same with my signature system.
(b) You will look and feel better by not only losing your excess weight, but by learning and applying weight loss tools that teach you how to keep it off. I know, because I have done it myself. You can learn from my 50-lb weight loss journey, which I have developed into a signature system that will work for you.
(a) I’ve been an interior designer for 25 years and know my stuff. I know what colors are popular; I know what trends will last; and I have many industry contacts and I can get you great prices.
(b) Your home will be transformed with the latest looks, but with staying power so you will still find it new and fresh years from now. You will get the best value for your money by using the contacts I’ve made in the business over the last 25 years.
(a) My sun hat is a game changer. I created it because I was tired of baseball caps messing my hair, but yet I wanted to be protected from damaging rays. I know you will love this hat, which blocks 95% of the sun’s UV rays.
(b) Your blow out will remain salon fresh while your skin is protected from 95% of the sun’s UV rays when you sport this adorable new sun hat.
The above statements basically say the same thing, but all the (b) statements show the customer how her problems get solved without focusing too much on the writer.
Don’t fall into the rut of talking about yourself too much and forgetting to demonstrate how what you offer will benefit your client and solve her problems.
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