Have you ever had a potential client say to you, “Hmmm! Sounds interesting. I’ll get…
Communicating the Benefits of Working With You
You’ve probably heard the phrase over and over again that, “People don’t buy features, they buy benefits.”
So, what are the benefits of working with you as a coach or a thought leader? And how do you communicate those to your audience? Get clear on what the benefits of working with you are. It starts with market research.
Reach out to ideal clients and ask them:
- What are the challenges or problems your clients face without your solution?
- What are they really worried about or afraid of?
- What do they want?
- What is their greatest hope or aspiration?
Pro-tip: Do this via a recorded video interview. You can delve deeper into people’s answers as well as extract the exact wording that they use.
Why do we want the benefits directly from our ideal clients?
We can attempt to mind read our clients until the end of days. But to get a message that really resonates with them, we need to get our answers directly from the ideal clients themselves.
When you’re using their language and tapping into their fears and their hopes, they will know on a deep level that you are the right fit for them. The next step is to distil those answers down into 3 to7 key benefits of working with you from your ideal clients’ perspective.
Why 3 to 7 key benefits?
In Neuro Linguistic Programming we’re taught that the human mind can hold up to 2 to 9 pieces of information at a time. After my years of working with clients creating visual intellectual property (IP) assets, the sweet spot for the number of chunks is between 3 and 7.
Creating your Yes model.
Now that you’ve got the key benefits from your ideal clients, you want to take them and make them into something really simple that prospective clients can understand at a glance. I call this a Yes model. It’s an IP asset that gets your prospective clients saying, “Yes, yes, yes” to working with you.
This is my Yes model for working with me on creating IP assets:
Why make it visual?
A study published in the Journal of Applied Research in Memory and Cognition showed that students were better able to recall information if there was a visual diagram to help them. In other words, people are able to recall information better if there is a visual model.
So, if you want your audience to be able to grasp and understand the benefits of working with you, turn these benefits into a visual IP asset; an infographic.
How to use your Yes model.
Say you’re having a coffee meeting with a potential client and you want to share the benefits of working with you. You could start a long and rambling explanation, or you can simply doodle your benefits model on the back of a napkin and talk them through each benefit as you draw.
Other places you could use your Yes model:
- On a sales page.
- In a sales video.
- In a blog or article.
- As part of a presentation.
- And so many more uses!
If you’re struggling to communicate the benefits of working with you, aka why clients should work with you, create your Yes model. I guarantee it’ll make your life so much easier.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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