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Assess the “What it’s in it for me?” client value of your message
By Vida Jurisic | July 5, 2009
Does your business message communicate what you do or what you do for your clients?
Of course, what you do is extremely important but, more importantly, what you do- be it by means of a product or service- has to have value for your clients.
For example, if you have just patented the world’s fastest handheld calculator, and your message on your special offer flyer reads: The world’s fastest calculator can be yours for only $39.99. So what? What your prospective client wants to know is “what will it do for me?” So far you’ve told that person what you do but not what you can do for her.
Now see what you think of these examples of store signage: Precious Pooch Spa, Designer hardwood floors, Light up your world, European Ultra Kitchens, Computer Repairs real cheap. Let’s assess the “What’s in it for me?” client value each one communicates.
Precious Pooch Spa - I suspect you would want to inquire about the full list of pampering services your pooch can get.
Designer hardwood floors - Who are these designers? Are they just a ploy to justify a high price for this product? Or are they truly fine craftsman who can provide you provide a unique, quality product?
Light up your world - Chances are it is a lighting store – for the office? the home? Camping? Here the window display would play a key role in getting you inside the premises.
European Ultra Kitchens - Aahh, the lure of that fine world. Conjures up tradition, credibility, but wait a minute, ultra design isn’t restricted to the European continent. If I were you, I’d ask a lot of questions about the product.
Computer Repairs real cheap - Compared to what? Cheap is a gimmick word to get clients fast. This could well be a legitimate business but its message is glib and offers no value proposition. Travel Smart & Safe – our experts care. There is an emotional call to the reader that is very appealing. It would appear worthwhile to check these people out.
As you can see, to communicate a message of value you’ve got to take conveying information seriously. So whether you are starting a new business, expanding your business or in transition, take the time to give your message the attention it deserves.
© Vida Jurisic All Rights Reserved. You may reprint this article for your online or print publication so long as you include the complete article and the following paragraph:
Vida Jurisic is a professional writer, editor and business consultant who helps her clients prosper by promoting a consistent business message, in English and French. Reach Vida Jurisic at 416-360-8428 or by e-mail at lavida@promoteaconsistentmessage.com
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