How to Give Prospects What They Need!
“I’ve been in business for 100 years and I got my XYZ degree from ABC School and I use blah-blah-blah techniques and yada-yada-yada.”
Most wellness entrepreneurs, when talking about their services, make the same mistake – talking about themselves in excruciatingly boring detail.
News flash – nobody cares! I cringe when I hear a practitioner talk to their prospects this way, because I know they’re losing potential clients every time someone hears or reads this kind of marketing message! These practitioners are talking about what they do to clients, not what they do for them – what real benefits they offer and what results clients can expect. They just tell people, “All about me!”
If you’ve been doing this, don’t kick yourself. You can easily turn it around – right here, right now! Learn how to refine your approach to client attraction by making it all about them!
Here’s a simple 3-step process to clarify what’s in it for your prospects by spelling it out in your marketing materials – the benefits and results clients will get from your services:
1. First, think about your prospect’s biggest problem, pain or challenge, as pertains to your work.
2. Then ask yourself exactly what you do for clients – what results do you give them, how do you resolve their biggest challenges?
3. Finally, word it in a way that makes someone with that problem want to work with you. Make it about them, and make it clear that you hold the key to the solution they need – not just any acupuncture, chiropractic, massage, counseling – but your treatment, your services, your care.
Until you can tell someone what’s in it for them to work with you, they won’t pay much attention or take you seriously. As they say in the marketing industry: “Speak to their pain.” You get people’s attention when they read or hear about a solution that is personally relevant to them and their own experience. One way to do this is to focus on the benefits of your work – the results people can expect from working with you.
Effective client attraction is based on creating client-friendly marketing messages. One of the most important concepts to understand is the difference between a feature and a benefit:
Features are the characteristics of a product or service. Benefits are how those features help the customer. You don’t buy a car because it has airbags. You buy a car with airbags because it’s safer in a crash. You are buying safety and peace of mind. A feature of a product is its size, shape, purpose, capacity, etc. Airbags are a feature, safety is a benefit. Spinal manipulation is a feature of chiropractic care, greater mobility and less pain are the benefits to the client. A low-fat diet is a feature of nutritional counseling, weight loss and more energy are benefits.
In the healthcare professions, features of your practice are things like the modalities, techniques and equipment you use, such as a computerized nutritional analysis or a pregnancy massage table. Those things are about the practitioner or the practice, not the client. Make your marketing and your practice about the clients – what you do for them.
A benefit or result is what the product or service does for a client, the solution it presents. A contoured cervical pillow provides comfort; the shape is a feature, comfort is the benefit. See the difference? In health care, benefits could be: reduced pain, improved function, better sleep, less anxiety, weight loss, more energy, for example. This is what you should emphasize when describing how you help people.
Do you see how this benefit-focused marketing approach grabs the attention of prospects? Doesn’t it make sense that people are more likely to work with you if they clearly see how you can help them? Isn’t hearing about the benefits to them more client-attractive than a list of features about you and your business? A list of your techniques is of little interest to potential clients. Remember what they are interested in – themselves! What they are most preoccupied with is their issues, their problems.
Make sure your marketing clearly show the benefits your clients will get from working with you. The solutions you provide should specifically match the needs of your Ideal Client. Everyone wants to know WIIFM – “What’s In It For Me?” The more you clarify exactly how you help people, the easier you make it for them to see your work as the solution to their problem!