Beef up your benefits
How do you describe what you do? By that I mean, when someone asks you what you do for a living at a networking event or other get together, how do you respond?
It's typical for folks to go with their job title or profession. "I'm a graphic designer," or "I'm a photographer," "Me? I'm a massage therapist," yada, yada, yada. It's usually the first thing that pops in your head. It's quick and easy. It's also really, really wrong.
Have you ever considered the replies you usually get from your response? It's probably something along the lines of "Oh," or if the other person isn't in too much of a hurry or bored to tears, maybe you'll get, "That's interesting. Would you pass the salt, please?"
Quick, un-thoughtful responses like this are the the spoiled child of the "me too" marketing mentality. That's the "no-strategy" marketing method where a business says and does the same as almost everybody else in their industry. It does nothing to differentiate you or demonstrate your value to the prospect.
Give your business and what you do some careful thought. What are you really selling? So many businesses, large and small, tend to confuse features with benefits. If you're a massage therapist, you're probably selling relaxation. An insurance agent is selling peace of mind. A graphic designer is selling a solution to a communication problem. A financial planner might be selling the creation of wealth, but if they dig a bit deeper into core motivators for people, they're really selling security, quality of life, and stress reduction. Wealth is simply the route.
In days gone by, I used to say, "I'm a graphic designer." Now I say something along the lines of, "I help small businesses and nonprofits communicate better with their audience." That's usually replied to with something like, "Really? How do you do that?" That opens the door for a conversation, which, in most cases, is a lot better than "Can you pass the salt?"
When you engage someone in conversation about your business, talk about benefits, not features. The simple truth is that most prospects could care less about how you do things or what nifty equipment you have. They care about what you can do for them.
Say you're a photographer who [finally] made the leap to digital. You invested 50 grand in all sorts of equipment. You're either tickled pink or horror struck at the prospect of surviving on Raman Noodles and PB&J for the next several years. You need to get the word out about what you can do now. So, you send out a broadcast email to your client and prospect list telling them about the cool Priceykon camera, new computer and all the other stuff. You wait for responses. And wait ... and wait some more.
A better idea might have been saying something like, "Really Good Photography, Inc. can now significantly shorten image turnover times, drastically reduce lab fee costs and even allow you to art direct your photo session from the comfort of your office. How? Our latest investment in ..."
When you focus on the benefits of working with you, instead of just saying and doing what everybody elses does, you rise about the pack and position yourself as someone offering real value for the buck. That tends to pique a prospect's interest and just might get your phone ringing.
If you have any experiences you'd like to share, or comments about this topic, please post them here. I'd love to hear from you!
It's typical for folks to go with their job title or profession. "I'm a graphic designer," or "I'm a photographer," "Me? I'm a massage therapist," yada, yada, yada. It's usually the first thing that pops in your head. It's quick and easy. It's also really, really wrong.
Have you ever considered the replies you usually get from your response? It's probably something along the lines of "Oh," or if the other person isn't in too much of a hurry or bored to tears, maybe you'll get, "That's interesting. Would you pass the salt, please?"
Quick, un-thoughtful responses like this are the the spoiled child of the "me too" marketing mentality. That's the "no-strategy" marketing method where a business says and does the same as almost everybody else in their industry. It does nothing to differentiate you or demonstrate your value to the prospect.
Give your business and what you do some careful thought. What are you really selling? So many businesses, large and small, tend to confuse features with benefits. If you're a massage therapist, you're probably selling relaxation. An insurance agent is selling peace of mind. A graphic designer is selling a solution to a communication problem. A financial planner might be selling the creation of wealth, but if they dig a bit deeper into core motivators for people, they're really selling security, quality of life, and stress reduction. Wealth is simply the route.
In days gone by, I used to say, "I'm a graphic designer." Now I say something along the lines of, "I help small businesses and nonprofits communicate better with their audience." That's usually replied to with something like, "Really? How do you do that?" That opens the door for a conversation, which, in most cases, is a lot better than "Can you pass the salt?"
When you engage someone in conversation about your business, talk about benefits, not features. The simple truth is that most prospects could care less about how you do things or what nifty equipment you have. They care about what you can do for them.
Say you're a photographer who [finally] made the leap to digital. You invested 50 grand in all sorts of equipment. You're either tickled pink or horror struck at the prospect of surviving on Raman Noodles and PB&J for the next several years. You need to get the word out about what you can do now. So, you send out a broadcast email to your client and prospect list telling them about the cool Priceykon camera, new computer and all the other stuff. You wait for responses. And wait ... and wait some more.
A better idea might have been saying something like, "Really Good Photography, Inc. can now significantly shorten image turnover times, drastically reduce lab fee costs and even allow you to art direct your photo session from the comfort of your office. How? Our latest investment in ..."
When you focus on the benefits of working with you, instead of just saying and doing what everybody elses does, you rise about the pack and position yourself as someone offering real value for the buck. That tends to pique a prospect's interest and just might get your phone ringing.
If you have any experiences you'd like to share, or comments about this topic, please post them here. I'd love to hear from you!
1 Comments:
This is a really great entry, Neil. As Clement Mok said in his "Time for Change" essay, "We describe our profession by tasks rather than by their underlying ethos."
We need to speak more to the overall benefits we provide and problems we solve rather than focus on such a broad name (everyone is a designers nowadays) or the deliverables we provide.
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