Every entrepreneur has a unique approach to what they do. But it’s highly likely that they are not getting translated into your marketing. Here are two steps to highlight your juicy benefits, make it about them and stand out from your competition.
Every entrepreneur has a unique approach to what they do. But it's highly likely that they are not getting translated into your marketing.
In our marketing we say things like: I'm a life coach, I'm an energy healer, a consultant, a realtor, a lawyer. We're just using titles that put a big bar code on our head and lump us in with everyone else. From there we go on and tell people what kinds of things we offer: workshops, one-on-one sessions, package pricing, etc. And we talk about credentials, titles, services and certifications.
Yawn, yawn, yawn!! The reason that doesn't resonate with people is because that's about us, not them. It doesn't help people know how we change their lives. So repeat after me: it's about THEM, not ME!
Here are two steps to highlight your juicy benefits, make it about them and stand out from your competition.
1. Discover your benefits. To do this, ask yourself this question: How are people different after working with me (or after using my product)? When you answer that question, you get benefits.
Then take a good, honest look at your marketing and ask yourself if your benefits are in there. (This is especially important when you're doing print advertising and can only use a few words - go for the benefits every time and you'll really stand out!)
2. Make your benefits juicy. You need to juice up your benefits and make sure you don't sound like everybody else out there who provides the same service or product you do. I'm going to give you two examples of overused benefits and then a way to make them juicy.
"I'll help you make more money."
"I'll help you become more efficient."
So, what is the benefit of making more money? How about, "You'll never have to say, 'I can't afford it' ever again"? That gets to the heart of it and hits you. And what's the benefit of becoming more efficient? "You'll have more time for planning ahead and for fun." Essentially, we're digging deeper to the benefit of the benefit.
If you're really serious about transforming your marketing so it's much juicier, you need to have juicy benefits for every product, service and workshop - everything you offer - because each has a unique outcome. So ask yourself how people are different after working with you and the benefits of that, and you'll be on your way to making it about them and standing out from the crowd.
These are definitely benefits - and they're good outcomes to deliver - but we need to say them in a different way.
Entrepreneurship – The Road Less Traveled
I believe that life is a journey, and just like any journey, it has some bumps in the road along the way. For me, those “bumps” came in the form of three layoffs in two years. I thought, “This is my life. I need to create a way for it to support me and bring me freedom and joy.” So… I started on that journey of entrepreneurship.
What I Learned From A Glitch – And A Rabbit
How did I learn how vital it is to be conscious about your marketing? By working with entrepreneurs! In fact, it's the core strategy behind what I teach, and it’s why I named my business Conscious Marketing. But here's where my head got in the way of my heart: I had an extensive marketing background. I played hardball with some of the top advertising agencies. I thought I had it going on! I didn't think I needed any help from a coach or a mentor, because I already had all the answers. I was wrong.
Everyone Needs a Soapbox!
I was kicked out of corporate America. Literally. I was let go three times in two years! It was difficult at the time, but now I see - the struggle had a purpose. Because of that trial, I found my true calling: helping business owners find their voice, get on that soapbox, and attract in their ideal clients like moths to light.
