It’s not about YOU – it’s about THEM.
Let me explain …
You see, a lot of authentic, heart-centered business owners dedicate years of their lives (and 10s of 1000s of bucks) acquiring the training and certifications they need to make a big impact – to serve and help others in a transformative way.
We get the training. We know we can help, but when it comes to communicating our skills and abilities effectively, we often drop the ball.
How to Build Authentic Messaging
One of the major reasons why we “drop the ball” with our business marketing and messaging is because we focus our communication efforts on our skills, our certifications, our experience. Instead of focusing on … T H E M.
By “THEM” of course, I’m referring to your ideal clients and customers. The people whose lives you are here to help with your particular skills and expertise.
So how do you focus on them? You talk about the experience they can have if they invest in your products, programs or services. In short, you focus on the benefits they’ll experience when they invest in you.
Focus on Benefits
Benefits means the results they can expect. Maybe that’s relief from pain. Maybe that’s a solution to overwhelm. Maybe it’s a better way to mow their lawn. Whatever it is, you want to focus on benefits with your authentic messaging.
For example, let’s say you take people on bird-watching tours. Telling them about the tours (how many days, viewing locations, hours you’ll be viewing, etc.) are not benefits. These are features. The BENEFITS would be things like:
- Numbers of species their can expect to check of their lifetime list.
- New friends they’ll make
- Access to countless birds without the hassle of sorting our transportation or creating viewing locations
Get the idea?
What are your Authentic Benefits?
Now, apply this idea to your business. What are the benefits of working with you? What are the results people can expect? What obstacles, struggles or pain do you help people overcome?
Give this some thought and then let me know in the comments below!
Cheers and blessings,