That’s who I am interested in–ME! What do I get from working with you? What results will happen FOR ME? Where is my business going to grow? How am I going to make more money/feel better/lose weight/get calm/look stylish, etc., etc.
Always always always tell people what’s in it for them when they work with you. Of course we need to hear about your Thing and why it’s your Thing but only so you can then tell us why we’d want it. It’s about confidence in your Thing and context of your Thing so that when we find out what results it gives us we’re already ‘down’ with the fact that you do it really well (cos it’s your Thing!).
Your story is how we ‘buy in’ to your Thing being your Thing but we’ll hand over our cash when we know what your Thing does for us. That’s when we really buy.
Your story absolutely helps sell your Thing to us BUT we want the stories of your other clients and the results you have created before we’ll take your Thing home with us. Because it’s one thing to have a brilliant thing and entirely another to get me to buy it!
Here’s how this looks in your marketing:
- Lots and lots and lots of case studies of your Thing working for people like me or businesses like mine.
- Joining the dots of what it is and what it does… it’s called this and it gives you this result...
- Making all your marketing material like a show home–demonstrate to me in very clear detail exactly what this is going to look and FEEL like for me.
- Be very specific with the results you talk about–and explore the ramifications of them, if this improves then what else can happen as a result–don’t always sell on the ‘face value’ of your Thing it might be that by doing/having/getting your Thing this means so much more is possible (so tell me about that too).
And tell me if it’s not for me too. Not everything is right for everyone but if you don’t spell out who your Thing is NOT for as much as you spell out what it does then I won’t know if I should consider it or not.
Want to talk more about this?