A couple of years ago, I was sitting out on the deck with some folks who had been invited over for dinner. I didn’t know them well at all. But—as we were waiting for the grill to heat up—everyone was chatting about this and that. One person sitting near me asked me what I did for a living. I was about two sentences into my response when I realized that she seemed to be totally preoccupied with something else. So, guess what? I stopped talking. And as soon as I did, she jumped in and spent a good part of the night talking about herself.
For better or worse, right or wrong— I formed an opinion about her that evening: She wasn’t someone I wanted to invest time in. Why? Because the impression I came away with is that the thing that mattered most to her was—well—her. Again, maybe I was wrong about that. But that first impression was a lasting one. If I were to play amateur psychotherapist, my guess would be that she might have been a bit nervous that evening and felt a need to impress those of us who didn’t know her that well. And she tried to do that by talking about her job, her accolades, her qualifications.
Here’s my question to you: Is your business acting like the dinner guest that just can’t quit talking about himself or herself?
If you’re not sure, take a look at your marketing materials—your website, brochures, email campaigns, sales sheets, videos—and see if they do these things:
- Focus primarily on the features of your product or service. (Things like “Our lawn mower has 5 cutting levels.” “Our law office gives you personalized attention.” “You’ll learn better time management in this seminar.”)
- Loudly tout awards you’ve received or credentials you’ve earned. (“I graduated summa cum laude from ABC University.” “We’re the #1 choice!!”)
- Use words like “we”, “us”, “me”, “I”, “our” more than the word “you.”
If you’re doing any of these things, odds are you’re making a bad first impression on potential customers or clients who don’t know you or your business yet. And—just like I did with the dinner guest mentioned earlier—they very well may decide they don’t want to spend any more time trying to get to know you. But don’t worry. All isn’t lost. There are a couple of quick and easy things you can do to help you communicate about your business in a way that will entice potential customers to hang around and learn more about what you’re offering. And here they are:
- Focus on BENEFITS instead of features. People don’t buy toothpaste because it has whitening ingredients. That’s a feature. They buy that toothpaste because they want to feel more confident about their smile. They want to be more attractive. In other words, they’re buying the benefits of the whitening agents in the toothpaste. And that’s what needs to be communicated. You need to clearly explain how your product or service is going to benefit your customers. How is going to make their lives easier or better or more meaningful? If you’re only focusing on features, you’re losing sales.
- Show empathy and understanding by putting the customer at the center of all of your communications. If all you’re saying on your website or in your brochures or any other marketing materials are things like “we can” or “we are” or “I know” or “our solution”–you’re a bad dinner guest AND a bad communicator. People don’t care about you. They care about what you can do for them. So, how do you fix it? Here’s a quick example:
BAD: I’m an attorney with 15 years of experience in handling divorces. So I know exactly what it takes to help you with matters including property distribution, custody and spousal support.
GOOD: Going through a divorce is one of the most difficult things you’ve ever done. You have so many questions. How are you going to pay your bills? What will happen to your house? How are your children going to react? And you’re trying to figure all of this out while your entire world seems to be crumbling around you. This is where I come in. Together, we’ll find the solutions you’re looking for.
If you’re someone who’s looking for a divorce attorney and the only way you have to evaluate which attorney to use is by looking at law firm websites, which one would you choose?
In the end, it’s not so much about what customers want to hear. It’s about what human beings want to hear. If you want people to listen to you—to connect with you and buy from you—you have to connect with them. Pure and simple. And to do that, you have to show that you care about them, that you understand and empathize with their problem or challenge, and that you are listening to them. This alone will set you apart from many of your competitors. And it’s SO easy to do if you just think about it. When you keep your customers at the center of your communications, you’ll be the dinner party guest everyone wants to sit next to.