Build Client Trust Series: Highlight the Value

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Let’s talk about how you could highlight the value of your products and services. In this blog post, we will focus on their benefits and why that matters when it comes to your marketing.

If there is one thing you should take away from this, it’s that your clients aren't focusing on the bells and whistles of what you have to offer.

What your clients care about is what’s in it for them. What will your product or service do for them? If you can answer that question, you’ll find it much easier to turn an interested prospect into a client. 

Here’s an example of features vs benefits.

Let’s say you are in the market for a new vehicle. What do you care about?

The Features - the size of the engine, the number of mufflers, or whether or not it comes with alloy or steel rims?

The Benefits - safety rating, gas consumption, and being able to comfortably accommodate your entire family on long drives?

While both sets of information are good to know, the second set will more likely help with your decision.  

The first list focuses on features. They are nice, but you are more interested in the benefits you get from those features. Keep this in mind as you create content, product descriptions, sales pages, emails, and other marketing material. 

It’s not as easy as it sounds. We often focus on the features because we’ve spent a lot of time and effort creating them. They deliver the benefits so we are proud of them.

At the end of the day though, all our readers, subscribers, and customers care about is what’s in it for them. How can our offer benefit them? 

By changing the focus from what you have to offer them to what they have to gain, you build trust. You’re showing that you have your customer’s best interest in mind with everything you offer to them.

Yes, you get paid for what you create and do, but at the end of the day, it’s about the person buying from you. And that’s the way it should be. That’s how you build a business that will be around for years and decades to come. 

Action Time

1. Schedule some time this week to look at your marketing material and sales pages. Are you highlighting the benefits or features? Edit those pages as needed.
2. Pick one of the benefits your customers love the most.
3. Create content about it and share it on your site and social media. It’s a powerful tactic to draw in new people who are looking for a solution to a problem you can provide.

What steps are you going to take to highlight the value you offer in your business? Share in the comments below.

Other posts in the Build Client Trust Series:

Craft a Clear Sales Message

Under Promise and Over Deliver 

Be Consistent

Use Testimonials

Use Audio and Video Messages