Attract Clients – Focus on the Benefits
In this series, I’ve been talking about the power of attracting clients through publishing your content.
Whether you create videos, audios, books, or articles, publishing your content on the Internet will increase your visibility, making it easier for your ideal clients to find you. It will also build your credibility and help them to better understand how you can help them.
Benefits Attract Clients, Not Features
When writing to establish yourself as an expert, remember to focus on the benefits of what you deliver instead of the specifics of what you do.
If you can’t convey the benefits to your prospects, you won’t make many sales. It’s that critical.
Most service professionals find it difficult at first to write this way. They are so immersed in the details of “what” they do, they end up writing only about tools or techniques instead of the great results their clients are getting.
If that describes you, here’s a tip that will help you make the needed shift in your writing.
Benefits in Testimonials
Read your testimonials. Or ask your past and present clients about their greatest benefits while working with you.
Publishing testimonies is one of the best and easiest ways to build credibility. Put your testimonies in articles, website content, printed brochures, and videos – anywhere you publish your content.
But what if you don’t have a lot of testimonies yet? Then write about the benefits clients will receive when they do begin working with you.
Benefits in testimonials can include the amount of money saved or earned, increased productivity, decreased expenses or stress, or any benefit that can be quantified. Examples would include a 40% increase in sales, relationships that have 75% less arguments, or tasks accomplished in 1/2 the time.
It can also include increased esteem. Do they get twice as many compliments on their jewelry or hair since consulting with you about their image? Do they get invited to speak more often now that their confidence has increased?
Benefits in Content
When I look at websites for most service professionals, I often find it difficult to understand why I should choose them to work with. Let me explain.
Most websites are pretty clear about what they offer: resume writing, marketing, web design, relationship help, assistance in organizing my home, and so forth. What is not clear are the benefits I will receive from those services.
For instance, which headline is more appealing and clear on the benefits?
“Accomplish 50% more this week - with less stress, greater focus, and stronger clarity. It all starts with the XYZ system.”
“Our XYZ time management system will help you get your schedule under control once and for all.”
Remember a benefit is an end result. A feature is a means or way to get that end result. Take a look at your website, brochures, and articles and see where you can focus more on the benefits and less on the features.
Please leave a comment and let me know how you’ll be using this tip in your business to attract more clients.
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