When you discuss your business, how do you describe it?  Like most small business owners, we tend to lead with what services we provide our customers.  Do any of these sound familiar when you meet someone at a network function for the first time:  I sell property and casualty insurance; I own a flower shop; I do taxes; I install heating and air conditioning; I coach small business owners;  I do, I sell, I specialize in, I, I, I…..get the point.

Are you ready for a real hard marketing reality?  Your prospect doesn’t care what you do.  They may care for you because you are a fellow human being, but they really don’t care what you do.  They only care WHAT YOU CAN DO FOR THEM.  Use this test.  If you are approaching a prospect, just assume that they have the radio station WIIFM (What’s In It For Me) tattooed on their forehead.  Then, and only then, will you redirect your marketing message to what is important for your target (prospect).  So the new first lines for the property and casualty insurance agent could be “I protect families from financial disaster and help secure their futures”;  from the flower shop owner “I help husbands and boyfriends get out of jams and turn them into sweethearts”; for the heating and air conditioning professional “I make the summer heat enjoyable and the winter chill cozy” and for the business coach (me) “ I help business owners make more money while working less time”.  In all these cases, the prospect may still not know exactly what you do, but they sure understand what you can do for them and want to know more.

This is called your “Overt Benefits” and is only part one in a three part marketing message that will increase your effectiveness in prospecting exponentionally.  Your prospect desiring to know more is contained in part two.

Stay tuned for part two.