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Five times in the past two weeks, I heard three different savvy marketing experts say to audiences either It’s not about YOU or It’s all about YOU.
They each meant the same thing: When you’re trying to convince Someone to purchase your products or services, you must focus on Someone, not on you and your products or services.
At best, the words you use should describe the problems that Someone might be having that your products or services solve. At least, you should spell out the benefits of your products or services so Someone can figure out if he or she is the least bit interested in what you offer.
Here are examples of copy on website home pages that are much more about the companies than about Someone they’re trying to attract:
1. Architect…Interior Designer…Engineer…. With our inherent background in these three fields, we hold the experience, the knowledge and the instincts to coordinate all aspects of any project throughout the entire process….
2. For the past 10 years, [our] goal has been to help each client maximize their business potential through the use of custom developed software tailored to each client’s requirements.
Like most people, in order for me to pull the purchase trigger, I have to understand how you and your business can solve my current or looming problem. The copy above would be more focused on ME if it read:
1. If you’re planning a [big design] project and beginning to doubt your ability to see it through to completion, contact us. We’ll put our collective heads together to determine the best approach to helping you achieve results you’ll be proud of.
2. If you’ve been looking for a software that meets your needs to __________, ________ and _________, look no further.
Start with If
I love sentences that begin with if. Right away, Someones can understand if what you offer pertains to them. If it does, they are hooked right away and will continue reading or listening.
Use You and Your Often
Make it personal. Use the words you and your regularly. They’re both strong words and compel readers and listeners to stick with you.
Don’ts
We all provide solutions, right? So why would using that word help you stand out from all the rest of us?
Your goals don’t usually matter to Someone. It’s really more about Someone’s goals.
You may be delighted to still be in business after __ years. But while longevity matters to you, I bet your expertise or value matters more to Someone.
I chuckle to myself every time I hear Someones say in their elevator speeches, I love my job, as if that would be reason for me to buy. I only care about loving my job. Hey, am I the only self-absorbed Someone out there?
Copyright © 2011 Nikki Evans, Spotlight Writing