You might think that a person visiting your site wants to hear about your business. They don’t.
“Do nothing from selfish ambition or conceit, but in humility count others more significant than yourselves.” Philippians 2:3 ESV
What am I getting?
They don’t want to hear you explain how great you are. They want to know how you are going to benefit them. What do they get out of it? They want you to focus your attention on them. It really isn’t about you at all.
If you are writing your content for your site using a lot of “we” and “I” phrases you might want to reconsider how you are wording things and change them to “you” and “you’re”.
You should put your benefits first. Let people know how it is you are going to be helping them. They will remember that you are helpful and thinking about them much longer than any specifics to your product or service.
“People may not always remember what you say, but they will remember how it feels to be around you.” huffingtonpost
You will remember how a person makes you feel. Your first impression with a company is how you felt about doing business with that company. Which means, the first impression, and the last, the company shoots for should be a positive emotion you will remember.
You are in the business of building a relationship not selling your company. At least not first off you aren’t. Build a relationship. One of the best ways to make friends, or in this case build a relationship, is to focus your attention on the person you are talking to. Don’t talk about yourself. Laugh at their jokes. Look them in the eye.
Are you bragging about your company?
Back in 2010, I read that the content of a site should be written for the consumer, but I had no idea what that actually meant.
I tried writing for the visitor, but being new to it I still really only wrote about the company thinking that that is what the visitor was there for. But they weren’t, and they aren’t. They aren’t there for the company.
They are there because they want to benefit from what the company has to offer. What is in it for them? For example, the company would repeat over and over that they did the filing online. The question is how does that benefit the client? They never really said why that was supposed to be a selling point.
Here is a snippet from their site:
“Seven years ago, we came up with the idea to locally scan everything we get as a registered agent to our clients. We are still the only national registered agent service that locally scans everything to you in real time. It’s simple logistics:”
This sounds good for the owner, but he is not explaining what anyone else gets out of it.
Further down the page, you read,
“We’ve spent over $250,000 in scanners alone. We’re the fastest registered agent for document delivery.”
So the point that they deliver documents fast is lost on the sentence which precedes it.
It sounds like they are looking for a compliment, doesn’t it? Their slogan could be “You should love us because we are so great.”
If you catch yourself saying “I” or “we” more than you are saying “you” and “you’re”, then you may have to rethink how you are wording things.
You might be surprised at the number of times they mention themselves in their first paragraph. 4 times in the first paragraph alone.
The part that sucks is that they are indeed a good company and they have plenty to offer their customers. They just aren’t going about it in a way that shares that with the customer.
What they could try is to address the problems people have when starting a new company. If people stress out about not getting their paperwork in time, then simply reassure them that this part of starting a business is something you don’t need to worry about because they have it covered. They could let the customer know that it is okay to go about their day stress free because this company has it under control and is working for you, so you don’t have to.
Like the scrubbingbubbles… They address this concept in one sentence. We work hard so you don’t have to. http://www.scrubbingbubbles.com/
Let me show you one other example. Here are two wonderful companies. Totally dedicated to their customers, but as hard as they try to say that, they end up focusing on themselves.
“Ever since we first opened our doors in 2003, The Cleaning Authority of Spokane has been dedicated to providing high quality maid services at the best possible price. We currently serve more than 700 homeowners throughout the greater Spokane area, and this number continues to grow each year. We are not your average housekeeping company.”
And this one:
“We can take care of all your cleaning needs for you. Working within your budget and schedule, we can tailor and customize a cleaning for you. No contracts! The pride we take in our work ensures the same kind of cleaning care we would take as though it were our own home. We can provide service very week, every other week or monthly. We also offer one time cleanings for parties or special events. We have taken all the precautions that you would expect from a reputable maid service in Spokane company, like being fully licensed and bonded as well as Insured. Our professionally trained staff are educated and knowledgeable on company policies and procedures to protect you as well as them. Summer is in the air Spokane, so take back your weekend! Just call us, we will honor any request you have, laundry, stoves and garages. Let us earn your business; we would be honored to serve you.”
This graphic from Neil Patel…
shows us the difference between stating the features, vs stating the benefits.
If I were to try to write a little something for these businesses focusing on the customer’s benefit I might put it this way…
Enjoy coming home to the fresh smell of a spring clean.
Or, You too can have confidence in a clean home even when you are away at the office or spending time with the kids. Don’t let your busy schedule stop you from having a confident clean home.
Those are just some brainstorming ideas, but I think you understand what I mean.
Neil Patel suggests writing down a list of your companies benefits.
I agree that It sounds simple, but it really does help to see all the benefits listed out right in front of you.
Once you have that list, writing so that potential customers will know how you can help them, will be much easier.
I should also do as he did and explain the difference between benefits and features.
Basically the difference is that features are about the company, benefits are all about the customer.
Here, I have an example for ya:
You tell me. Which works better? Features or benefits? Do you really care about the 21 inch forged rims? Or is it the fact that the car is fast and sexy?
Again, people are more likely to care about what they get out of it rather than the specifics of its features.
For my niche the benefits would be increased traffic to your website. The features would be blog posts, graphics and so on.
So, to wrap this up:
- Focus on your customer by building a relationship using benefits rather than features.
- Focus on them. Not yourself. Not your company. Not even your products.
- Say you more than you say I.
- As always please feel free to contact me and ask me anything related to SEO or internet marketing. If I can’t answer your question then maybe I know someone that can.
Thank you and have a great day!
Author: Timothy Eberly
Timothy is a web design and graphic artist that has been working in the business for over 20 years and has designed and built thousands of websites including one for a major ad firm in Spokane. In addition to graphic design and web development he also worked as a photographer on several films made in the Spokane area. You can connect with him on facebook and Google+.