You’re a first class Face Painter or Children’s Entertainer and you want to let your customers know about your best features and how brilliant you are. Wrong, so very wrong!
Unfortunately your prospective customer isn’t interested in how brilliant you are, whether you are by far the best in town, how long you’ve been established, or what qualifications you hold. They’re not interested. They don’t want to read all about you, you, you and your huge ego trip. These are your ‘Features’ and bluntly no one really cares about them.
If you flip through the Yellow Pages, a local magazine or a newspaper you will probably see that all the other Face Painters, Children’s Entertainers and allied creative industries are all hammering home their ‘Features’.
A typical advert would go along these lines:
Their Logo, followed by their feature, followed by bullet points with their features, followed with their telephone number and address.
Boring, uninteresting, not compelling info for the prospective customer!
On the other hand what you should be letting your prospective customer know all about is your ‘Benefits’.
They want to know how you are going to make a difference to their party or event, they want to know what value are you going to add and what problem or need of theirs are you going to solve.
Relaying the ‘Benefits’ of your Face Painting or Children’s Entertainment business is what you should be concentrating on when writing the copy to your adverts, your sales literature, your website and your business card. In fact anywhere and everywhere that your customers sees your written words should have the emphasis focused on your ‘Benefits’.
Features should still be used however, but not as the main context.
Here are a few pointers in the right direction of what ‘Benefits’ to include in your copy writing:
So stop thinking features, or how brilliant you are (the customer will judge that for themselves) and start thinking about the benefits that you will bring.
Sell the emotion, the outcome, the final result of your service, and sell how it will make the customer feel.
Remember benefits first – not features.
With so many design books on Face Painting out there, it all becomes a bit ‘samey’ when all you actually need is advice on how to grow and make more money with your Face Painting or Entertainment business. You have so much choice on how to grab a copy of the latest book on princess faces, monster faces and animal faces, but struggle to find a comprehensive book on Face Painting that will guide you in a tested business direction.
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Nothing you ever do, nothing you ever say or nothing you ever write about your Face Painting or Children’s Entertainment business will have more impact or power than that of a testimonial from one of your customers.
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