It’s About “Them,” Not “Me”: Highlighting Your Juicy Benefits

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.