Thanks to the advent of the internet, it’s possible to find a blog post, video, or podcast that will tell you how to do pretty much anything, from making your own fireworks to cutting your own hair (I’m not endorsing either of these links, I’m just making a point).
With so much information available to anyone, it’s important now more than ever to know and advertise your benefits, not just your services. It’s not enough to tell your clients what you do – you need to tell them how you can make their lives easier and why hiring you will be better for their business. It’s not about your services, it’s about your benefits.
For example, I write and edit, but what benefits do I provide to my clients?
- An outside perspective: Most business owners are so familiar with their industry that they use words and descriptions that make sense to them but might actually be confusing to others. I can help them avoid that confusion.
- Targeting: Every industry has a different target audience – daycares will want to target parents while retirement communities will need to reach an older crowd – and there’s a different way to talk to each of those audiences. I can help tailor the language and the message for each unique audience.
- Time savings: Business owners have better things to do with their time than write website pages, especially when it takes a week or two to find the time to write. Not only can I do the writing for them, but I can write it faster (because I do it every day!).
To figure out your benefits, ask yourself these questions:
- How can I save my clients time?
- How can I save them money?
- How can I make their lives easier?
- How can I help them meet deadlines?
- How can I help them find clients?
Those are your benefits, and that’s what they want to know! Any electrician can rewire their houses – tell them why hiring you will make their lives better.
What benefits do you provide to your clients?
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