We all make the same mistake: we focus all our messaging on what we sell and how it’s better, different, and more efficient than other options.
But in doing that, we fail to focus enough on who it’s for and what it helps them achieve.
When you’re writing copy, make it abundantly clear what problem it solves and for whom it’s intended. Then, and only then, is it worth talking about the features.
When you do talk about the features, immediately tie it to the benefits those features create.
“Unlimited access to me via Slack between calls so you never need to wait to get clarity on a challenge you’re facing.”
“A deep-dive in-person workshop to create your marketing budget and plan for the year so you can get the broad strokes figured out quickly.”
“Access to my library of training content so you can independently answer your own questions and gain new skills to take our work to the next level.”
Features and benefits in one sentence each.
I know how hard you work on your methodology. I know how considered your services are. I know how critical each detail of business model is.
But frankly, people don’t care all that much until they trust you’re able to get them the outcome they want. Focus on that.
Only then will they look at the features to see which options they like best.
Don’t get trapped admiring your own widgets.