Stop boring the tits of your prospective customers. Do this instead.

Just a quick one this time (because you’re busy, and Pluto is going to eat me if I don’t take him for a walk soon).

Here’s something super simple you can implement with the next thing you write for your business.

You know how I’m always saying you should talk about your clients as opposed to yourself? Even when you do need to show off about how fabulous your business is…you still need to do it in a way that makes it all about the people you’re trying to reach.

Because we humans are generally only interested in ourselves. The brain is a super filtering machine, and it will discard anything that’s not immediately relevant.

Here’s a way to sense check it when you’re writing marketing copy.

Turn: We do A, B, and C.

Into: You get D, E, and F.

Like this:

I’ve been in business for 20 years

becomes

You get 20 years of expertise at your beck and call.

Or:

I offer a flexible service

becomes

You only pay for what you need.

Or maybe if you’re a menopause coach:

I, too, have burst into flame in the freezer section of Tesco

becomes

I get you.

When you do this, you still get to show off your brilliance, but you do it in a way that makes it all about the people reading.

It also turns a thing you do (a feature) into a desirable outcome for your prospective clients (a benefit). And benefits are what make people feel things, not features.

That’s all for this time.

I hope it was useful (I really do, because selfishly I want you to keep reading my newsletter…I’m human, too).

And if you want more where this came from, I have a section on my website full of nuggets like this. It’s called Free Help (because clear always beats clever).

TTFN x

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