How to speak the language of results

Express yourself more fully by being more creative, real and whole

When it comes marketing your business, there are really two languages.

Most business owners speak the language of “what I do.”

I’m a life coach.

I’m a financial planner.

I’m a nutrition nerd.

You see this a lot on websites. “Here’s what I do!” the website announces. “I am open for business!”

Trouble is, this may as well be written in Urdu, Farsi, or Mandarin, for all the business it will win you.

The SECOND language is not only understood by your ideal clients… it SINGS to them like an opera diva. Like Bette Midler. Like Sinatra himself.

What is that second language?

The language of benefits. The language of RESULTS. The language of “here’s what I do for you.”

We see this all the time on websites. Business owners putting all their focus on EXPLAINING their process, or what they do.

When really, a potential client comes, takes one glance, and asks herself “what’s in it for me?”

And the second question that’s not far behind is: “do I want it so badly, I’ll pay money to get it?”

If this is your growing edge in your business right now, you might want to write that question down, and use it as a quick + dirty litmus test for your marketing, starting with the homepage of your website.

Because if your website says “here’s what I do” instead of “here’s how I can help”… chances are good that you are having trouble finding enough of the right people to work with you.

Because clarity loves company. That’s why websites – and all marketing materials, for that matter—that are clear throw the best parties. Clients and customers love to be around service professionals who express what they do in terms of results, benefits, and outcomes!

And if you are really muddled about the REAL benefits and results your service or product helps your clients get, make a list. Oh, how I love lists! Such a simple technology, yet so powerful.

Write down the 30 results that your clients as a result of working with you. If you are starting out, use your imagination. Or the times you’ve bartered or worked for friends for free. And don’t limit yourself just to your “area”—really open up to ALL the ways what you do impacts people’s lives for the better.

Once you’ve got that list, star the top 10. These are often things that you’ve heard your actual clients SAY that you’ve helped with, or that are so awesome, there’s no doubt in your mind that your tribe would invest to get those results.

Now circle the top 3.

Make sure these 3 top results are juicy. Make sure they are marketable (that is, people want to buy them). Make sure they are clear and simple—no “woo”, no corporate jargon, no thesaurus needed to decipher what’s at stake.

And make sure they are in your homepage. Make sure they come out of your mouth at least twice a day—whether you are talking to yourself or someone else. Doesn’t matter. Just start flexing this language “muscle”—you are now coo-coo for results. You are a hound dog for outcomes. You just can’t talking about what great things have happened for the smart people who have already hired you.

Before long, your marketing will attract a whole new caliber of discerning, high-paying clients.

Need help figuring out how to write in benefits-rich language on your homepage? Stella is teaching a free training on October 10: “Clear as a Bell: 3 Simple Steps To Writing a Homepage That Attracts Great Clients” Click here to sign up.

Mighty thanks to gadl flickr photostream for photo of the sign.