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Benefits Of Buying
If you have been following closely, you will already expect that I am not just going to spell out those "Key Qualities" to the prospective customer. Lists are not exciting, however good the contents. The Outwith Principle tells me that the prospect is less interested in how good I am than in how good a result he gets.
What is the value to the customer of the "Key Qualities" I have identified? What is in it for him? Can I turn my assessment of my "Key Qualities" into a list of the Benefits Of Buying from me?
Previously, your "Key Identity Statement" needed to be short and tight to grab people's interest in the few seconds available. Now we do have their attention, we can risk taking two or three sentences (no more!) to extend the message. As always, The Outwith Principle applies - the wording must focus on the prospect's needs and how they are met.
This is how it works in my own case. I reckon my "Key Qualities" are:
- exceptional competence in web site design
- - based on a thorough knowledge of the technology
- - derived from good artistic and design sense
- exceptional commitment to support
- experience and training as a teacher
So this is how I tell prospective customers about the Benefits Of Buying from me:
"You can attract customers with a web site that people enjoy visiting and where it is easy for them to buy from you. When I make one for you, all the advice, training and support you need for success on-line is included in the service."
Notice how it starts with something people need. My statement includes no vaccuous forecast of results.
So we have considered who we are, what we are doing and why people should buy from us. Which people? The next step is to work out what our market is.
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