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Plus 3 simple tips to flip the script & connect with your clients

It’s a trap that many business owners fall into without even realizing it. They spend too much time talking about all the expertise they have or about the many features of their great product. 

Wait, isn’t that what you’re supposed to be doing as a savvy business owner? Not quite. See, customers don’t really care about who you are and all the great things about you. What they really care about is how you (or the product you are selling) can help them. 

This doesn’t necessarily mean you won’t talk about yourself at all. You will, however, focus on the customer’s journey and how your product or service is the answer they’ve been searching for. 

Let’s say you are a business coach who works with high-level executives to develop leadership skills and increase personal performance. You might have a blurb similar to this on your website:

“Joe Smith is an executive coach with 30 years of experience working with top leaders, executives, managers, and business owners to help them break out of inertia and soar to new heights of success. Considered one of the country’s top coaches, he has also been called one of its most dynamic speakers. Joe has been featured on CBS, MSNBC, FOX, and CNN. Let Joe help you take your career–and yourself–to the next level.” 

Now, what if we changed that up a bit so the reader was more focused on himself rather than on Joe: 

“Today’s business world is more cutthroat than ever before. Too many leaders find themselves caught in an endless loop of the day-to-day routine and struggle to break out and reach new heights of success. Don’t watch your competition pass you by. Joe Smith’s 7 Steps to Success will equip you with everything you need to become recognized as a leader in your field, unlock new income growth, and be a featured speaker on top stages and media outlets around the world. Join now, and get ready to have the most successful year of your life.”

Do you see the difference in those two paragraphs? In the first, Joe is trying to connect with his audience and encourage them to buy by showcasing his accomplishments and expertise. However, in the second paragraph, Joe is tapping into the inner desires of his ideal customers and positioning himself as the person to help them achieve what they want. 

You will increase conversions when you have copy that taps into your customer’s pain points, shows them what can happen when that pain is resolved and positions you as the one who can get them there.

It’s not always easy to re-train yourself to communicate with clients in a different way. So here are three tips to help you flip the script to focus on your clients and connect with them in a much more profitable way. 

Use the ‘So what?’ test

If you’ve spent time around kids, you’ve probably come across at least one child in their “so what” stage. Anything you try to explain gets met with a “So what?” as you try to explain again and again why they should or should not do a certain thing. 

Tap into that “So what?” attitude, look at your product/service through the lens of your customer and ask yourself why they should care about it. Each time you answer, ask “So what?” again and go a level deeper. For example:

“We provide top-notch home cleaning services using high quality, green cleaning products.”

So what? 

“When we leave your home, it will be sparkling clean, smell fresh and there won’t be harmful chemicals in the air.” 

So what?

“You’ll have more time to spend with your family instead of cleaning, and you’ll get to come home with complete peace of mind that nothing has been used that would compromise the health of your family, pets or the environment.”

I encourage you to go at least three levels deep, but the more times you ask yourself “So what?” the deeper you are going to get into the heart of your customer and what she truly cares about.

Focus on benefits, not features

Taking what you’ve learned about your customer during the previous exercise, you can begin crafting messages around the benefits your customer receives from working with you, rather than the features of your product or service. 

Using the cleaning company example, the features they offer are quality cleaning services and safe, natural products. However, in the “So what?” exercise, we saw that the customer really cares about having more time to spend with family and having peace of mind that they won’t be coming back to a house full of harsh, toxic chemicals. 

Focus your content on the benefits you’ve identified. Let your customers know that when they hire you they have more time to do what’s important to them. When they come back to their sparkling clean home, they will have confidence that you’ve taken the same level of care and product selection that you would with your own family’s home. 

Paint a picture with words

This is where everything we’ve learned so far comes together. You might say, “We’re going to give you more time to spend with your family and complete peace of mind about the products being used in your home.” However, that’s not very exciting, is it? What if you used your copy to paint a picture of the benefits your customer will receive when using your services?” 

“Don’t spend your weekends inside scrubbing and mopping. Get out with your family. Go to the park. Visit a museum. Take that hike you’ve been talking about for months. And when you come home, you’ll take a look at the gleaming floors and breathe easy knowing every detail has been attended to with the same level of care you would show.” 

When you paint a picture, you help your customers imagine what their life will be like once they have solved their problem using your services. Once they’ve done that, they’re going to want to make the purchase so they can turn that dream into their reality. 

I know some of this may seem intimidating at first, but practice makes perfect! The more time you spend getting inside your ideal client’s head and considering your business from their perspective, the easier it will become. 

What’s one shift you are going to make in your business writing? Drop a comment and let me know!

Whitney Hickerson is a freelance writer specializing in helping small business owners increase sales & leads by nurturing client relationships with compelling written content.