When it comes to being in business for ourselves, we become quite attached to the products we create and the services we offer. This is a good thing, because if we are passionate about what we do, we’re more likely to provide something of value to our clients. At the same time, we must step back and realize that most customers don’t care about the nuts and bolts of our products.
They simply want to know “what’s in it for me?” As entrepreneurs, we should be answering the question of HOW what we’re selling actually benefits the consumer. It’s important to remember that they are interested in the vacation, not the mode of transportation that gets them there.
What does it do or how does it work for the customer? If you make fashion items, explain things like the fit, complimentary colors, what occasions to wear it. If you provide wellness products, talk about the effect they have on energy levels, weight loss or overall health. Share the results they will experience from buying, wearing or using it.
How will it make the customer feel? In your description it’s okay to mention the ingredients or make up of the product. But don’t spend too much time on those details. Instead focus on what the ingredients are meant to do. Describe things like the healing properties, touch, feel, taste or smell.
When will the results be realized? We live in a world of instant gratification, so it helps to let our target audience know how long it will take to reap the benefits of your product or services. If the results are immediate, by all means share that information. On the other hand, if it takes longer to experience the results, be up front about it. Everything is not a quick fix, but people will be more patient if they are given realistic expectations.
Get testimonials from current or past customers. This is one of the most effective ways to share the benefits of your product or service. Encourage previous users or consumers to share their experience and to tell people how it worked for them. Customers value the comments and feedback of others. Think of it as a form of reinforcement.
Ayesha R. Patterson is a business consultant, career coach, and author of The Subtle Shark: Redefining Career Achievement. She has more than 20 years of experience in various leadership positions in the retail, production and service sectors. She has managed multiple facilities, regions, and territories with responsibilities for 400+ and annual revenues in excess of $50 million.