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The Benefit of Working withYou er), and it makes people feel they need it more. When I’m working with a marketing client, creating their strategy, I’ll often ask “What is the benefit of working with you?” So often a business owner finds this really tricky to answer, because they want to tell me what they DO, rather than what they’ll do for me.
When you talk to people about what you do, do you tell them what you do, or do you tell them what benefit they will get from working with you? Learning to talk about the benefits rather than the features of your business helps people make a call around whether they need you, as opposed to want you. What is the difference?
I’d like you to do something. I’d like you to take a look at your marketing material, your core messages, the way you sell your business to other people and I’d like you to think “Are we explaining the benefit someone will gain from working with us?” And if you can see the benefits, and stop focussing on features, you’ll start to see more effective growth in your business. I’m all for people doing this on their own – but, if you give this a go and it stumps you, we’d really like to work with you. We love working with businesses who are really good at what they do, but are just not so great on explaining that to people who need to know about it.
Take a long-life lightbulb. We could say “This bulb lasts a long time and it doesn’t use up as much power as standard bulbs.” Those two points are both benefits. A better way to say it is “This light bulb will save you time and money” – which is true because you won’t need to replace it as often, and you spend less on power.
The market has changed for us all. While word of mouth marketing still works, in this noisy and competitive market, and busy life, you still need to find marketing messages to cut through it all, and explain quickly and easily how you’ll help your customer.
When we tell someone a benefit, that responds to something they care about (like more time, more money, less cost, it’s easi-
Rachel Klaver, Managing Director of Identify
Nailing this will grow your business.
