It’s sometimes said that in sales and marketing, you have to “meet ’em where they are.” Another way of saying it is that you need to enter the conversation already going on in your prospect’s mind.
It gets down to this:
Your prospect is concerned about only one of two things:
- A problem she has and doesn’t want.
- A result she doesn’t have and does want.
So your job is to remove/solve the problem, or create the result.
Which means . . .
Don’t talk about how cool you are, or how smart, or how accomplished. Don’t talk about the features of your product or solution or service. (But see the P.S. below.)
Talk about how you can solve her problem, or give her the result. Talk about the ends, not about the means.
It’s easy to get sidetracked into talking about features, instead of benefits. We all do it.
You’ll do better talking about benefits and results than you will talking about your product/service and its features.
P.S. In another post recently I talked about how you need to build trust and reduce anxiety by letting people know about your training and experience, your awards, your reputation, and so forth.
That’s not a conflict with this post. You do want to do all that, but you do it in sidebars and on separate pages and below where you’re directly addressing your visitor’s problems and hoped-for results.
It’s the kind of thing good copywriters and good web designers know how to do.
Let us know if we can help.