I’m struggling with an idea that seems really simple, and failing at implementing it. In fact, I got into an argument with a friend recently when trying to communicate the importance of this concept – she wasn’t getting it.
So what’s the idea?
What’s In It For Me?
If you have customers or clients (and a boss is a client), they always and only want to first know WIIFM. Every time you check out an offer you ask this question yourself, right?
And this sounds obvious. But we violate the rule constantly. Every time we fall into the trap of talking about WHAT we do, our PROCESS, the really expensive TOOLS we’ve got for the job we risk taking attention away from our prospect and their problems. My own website is all about me. How boring. I must change that.
Even when we focus too much on our experience we force the prospect into the position of calculating how all that history can help them.
Don’t make it a puzzle. Don’t assume your future client can figure out how your insane skills will make their life better. They won’t get it.
This principle even works in the world of dating. My cousin is trying out online dating and she asked me to help her create a profile. She had outlined a bunch of great sounding stuff – her cool job, her downtown apartment, her love of everything from museums to music to fine wine. So I suggested she add something that could help her stand out by making a subtle offer…”I love to cook gourmet meals for my friends”, or “I can fix anything from a leaky faucet to a faulty carburetor”. It’s subtle, but implying that you’re not all about you is exceedingly attractive.
Everyone has a great story and a great story is compelling and that’s why we read novels and go to the movies.
If you want to really make an impression, don’t just talk about how you help your clients.
Make it crystal-clear how you help the person in front of you.
7 Deadly Mistakes of Website Content
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