Using Benefit Language: What’s in it for Them?
Basic sales training instructs us to use what are called WIIFM’s, “What’s In It For Me?” statements. WIIFM’s focus our sales efforts on how our product or service benefits the customer. They are meant to shift our mindset from our own agenda to what the customer wants and needs.
It has been my experience that using this benefit language is often the missing piece in elevator pitches as well as the communication of personal brand messages. As a result, many of our pitches fall flat. The use of benefit language makes an impact on our audience.
If you are an entrepreneur, think about your own elevator pitch. Do you make this important connection from your product or service to your customer’s wants and needs? A simple way to do use benefit language in your pitch is to state clearly what you do and then add, “what this means to you is”…
Here is an example. I could say, “My name is Bonnie Marcus and I coach women entrepreneurs to promote themselves effectively.” OR, I could say, “My name is Bonnie Marcus and as a professional coach, I help women entrepreneurs overcome their negative beliefs about self promotion, feel more confident and comfortable selling, so they can grow a successful thriving business.”
The same principle holds true for personal branding. Perhaps you have identified your value proposition, but do you use benefit language to state the business impact?
For instance, maybe I’ve identified that my value proposition is building strong teams. That statement alone does not have as much impact as when I tie it to business results. Find out what matters to your contact and make the connection for them.
Here’s how you could tailor your message.
” I build strong teams. What that means to my organization is that I help create more loyal, happy, and productive employees. Increased employee satisfaction means less turnover, lower employee acquisition and training costs. Also more productive employees means faster turn around on projects that results in more satisfied and loyal customers.”
Get the idea?
Don’t assume that people automatically connect the dots and bridge the gap between what you offer and how they can benefit. Don’t leave it to chance. Everyone wants to know what’s in it for them. Clearly communicate the benefit and the business impact to make your pitch or brand statement more powerful.
Promote Yourself with Passion and Confidence. Self-Promotion Part Three
Let’s shift the energy from the limiting beliefs of our upbringing and the negative chatter of self-doubt in our heads to a place of self-confidence. Identifying what holds us back from promoting ourselves is the first necessary step in this process. Once we recognize our “gremlins”, we can begin the work of turning each negative thought into an affirmation that will gradually help us attain more self-confidence. (see Part Two of this series). It takes work and practice every day to listen for the negativity and let it go. Recognize that these nagging voices we hear in our head are the main obstacles to our successful self-promotion.
And here’s the GOOD NEWS! There is a way to effectively promote yourself and feel comfortable doing it.
Here are some statements to consider:
- People respond to passion and excitement
- People respond when you are authentic and sincere
- People like to hear stories
You may feel otherwise but when you craft your message to be more personal and more passionate, people respond in a positive way. Wouldn’t you rather hear someone speak with excitement about themselves and their profession and how they got started in business than hear another awkward formal elevator pitch? Do you tend to tune out those elevator speeches after a while?
It is possible to create a message with such passion and sincerity that no one will be able to tune you out. Your message is too compelling to ignore.
Tap into your passion and purpose and craft a message to promote yourself and your services. Tell a story. Make it conversational.
What do you love about what you do?
What is your purpose?
Think about the above questions. Now, take a few minutes to compose your message.
Read it out loud.
After you’ve read it, if you say to yourself, “so what”, then start over.You should feel the energy when you read it.
Let this be an ongoing exercise. Continually review your message and modify or add to it to keep it exciting and interesting. Practice saying it out loud until you’re comfortable. Practice saying it to others. Note their reaction. Put all your energy and passion into the content and delivery.
After all, this is YOUR story. No one else has this story. It’s your unique look at the passion and purpose in what you do.
-
20 Minutes For $20
20 Minutes of Interviewing Coaching For Only $20...
Present yourself with confidence!
