"This is what I want to do."
"I don't care what you need. I need THIS."
"Just be quiet and listen to me."
If you've ever been in a relationship that centered around the other person, some of this might sound all too familiar. And--it's probably not TOO much of a stretch to guess that you might have said this one or two times:
"Why is it ALWAYS about YOU?" What about ME? Don't I matter?
When a relationship is (or at least appears to be) one-sided, it doesn't feel good, does it? It doesn't make you feel close to the other person. It doesn't make you want to do anything for them. It doesn't make you miss them when they're not around. And it surely doesn't make you want to stay with them.
What does any of this have to do with being an entrepreneur? More than you might think.
If your business is coming off to potential customers as being all about you, then why in the world would they want to pick you over one of your competitors that's all about them? Again, think about relationships. Who are you going to be more attracted to? The person who's always wanting the focus to be on them? Or the person who's genuinely and consistently interested in your needs and finding ways to fulfill them? It's a no-brainer, right?
So, how do you know if your business is coming off as being self-absorbed? Here are three simple red flags to look for:
- Your website copy includes a lot of sentences starting with "We" or "I".
- You talk about features of your offerings instead of benefits.
- You use language in your marketing copy that's full of industry jargon instead of communicating in a way that potential customers will understand and relate to.
If you find one or more of these red flags, here are three simple things you can do to make your potential customers swoon:
- Be "YOU"-focused when writing your promotional copy--including what's on your website. Start more sentences that put the customer first--such as "You work really hard to make sure your kids have what they need." Or "Have you ever wondered what it would be like to not worry about money?" By doing this, you're acknowledging the pain points of your potential customers and, in turn, they see that you really "get" them.
- Talk about benefits more than features. Who cares if you offer freelance design services? What does that mean for the customer? Tell them how you're going to make their life better with the services you offer. Maybe it's that you make the design experience fun for them. Or that the design work you do will set their business apart from the competition and increase their sales. Whatever those benefits are, COMMUNICATE ABOUT THEM TO POTENTIAL CUSTOMERS !
- Write copy like your potential customers talk. When you use industry jargon or other complicated language, you lose a chance to connect with your audience. Communicate with potential customers in ways that they can relate to. Do that and you'll win fans along the way.
No matter what business you're in, you've got competitors out there who are trying to look better in the eyes of potential customers. By simply changing the focus of how you communicate, you can stand out--BIG TIME. So, get out there and prove to everyone what a great catch you are by putting the needs and interests of your current and potential customers front and center!
Like this post? Be sure to check out similar cool stuff at The Page-Turner Mission, where we help wannapreneurs turn the page to being entrepreneurs! We can also take a look at your website or other marketing materials to make sure you're focusing on your potential customers in a way that connects. Send an email to Michele@smarterwritinglab.com to get the details.