Many marketing companies try to be creative with gimmicks, but nothing sells your service better than "real genuine benefits." In the PI profession, I often see websites, brochures, and other marketing pieces with a laundry list of services and not one benefit. People do not buy services. They buy benefits! Clarifying the benefits your company offers is like drilling for oil. You have to dig deep to find them. Benefits do not cost you extra money, but they must be meaningful and add value for your clients.
Most importantly, benefits must be what your clients receive, not just something you say. You must "be" it and not just "speak" it. Benefits need to be woven into the fabric of your company.
People are tuned into the station WIIFM (What's in it for me). They don't want to know anything else until they know what's in it for them and that you provide what they need. Listing services don't tell them what's in it for them or how they can benefit from doing business with you. To them, this means you are a "jack of all trades and master of none.” Plus, most of your competitor's list services, so if you are doing the same thing, you look like your competitors, and nothing separates you from being the company of choice. It just helps the prospective client purchase on price instead of value. Do you want to look like everyone else in your profession, or do you want to be unique and stand out from everyone else? Sadly, many times when I ask the owner of a PI firm to describe their benefits, they cannot tell me what they are. This is why when working with clients, we start by defining their long-term vision and foundation (who they are as a company), identify their market and needs, and then identify their services and unique benefits to craft a compelling message.
What are your benefits? What makes you different and unique from your competition? If you don't know and need help to develop benefits for your company, True Perceptions can help you. This is our business. We create clear and consistent business images and effective messaging so you stand out from the rest.
You need to sell benefits to stop looking like your competition and gain more clients. To identify your benefits, please call me at 678-583-0401 or email me at diana.garren@trueperceptions.com.
