3 Ideas To Present Your Offer In A Relevant, Appealing And Compelling Way
Hint: start from your customer’s benefits.
Cover photo by Pierre Châtel-Innocenti on Unsplash.
When talking about the desire for success, one of the questions I hear more often is “people don’t understand what I can do for them; how can I explain the value I bring so they say ‘yes!’ to my offer?”.
As creators, we often focus on what we do best: creating. However, if we are trying to sell our ideas and creations to others, we must also develop the ability to connect with them and express what we do – beyond words.
Communication is the art and science of building bridges between you and the other, so taking other people into account is vital for successful communication.
Here are three ideas for presenting your offer in a relevant, appealing and compelling way.
Tip #1
look at things from the perspective of your customer and tell them what you can do for them from their point of view.
Ask yourself questions like:
What are they looking for?
What’s the outcome they expect or desire?
What are they thinking? What are they feeling?
What moves them?
What problem are they trying to solve?
What desires are they trying to realize?
How will their life improve or look like thanks to my work?
How will they benefit from my product or service?
Example 1
When presenting your offer as an interior designer, don't limit your focus to technical details (like contract terms or what’s included in the contract). Instead, try to switch your focus to the tangible and intangible benefits that your client will have, like peace of mind, professional support, turnkey service, expertise and reliability, customized solutions, and so on. Make them feel confident that they’re in good hands.
Example 2
If you are a jewelry designer, don’t just focus on the technical details on your product pages (like material, color, weight, etc.). Instead, try to incorporate the occasions of use and the benefits your customer will feel, like the elevation of even the blandest outfit with your statement earrings.
Tip #2
go beyond words and craft a rich message. Aim to convey meaning through different levels of communication, including powerful images and meaningful details.
Ask yourself: How can I express my message with an image? With a word? With a color? With a song?
Some opportunities could be:
Adding pictures, sketches, or visual elements to your project proposal or sales page;
Adding a headline, tagline, question, quote, or caption to your documents, web pages, and images.
Example
If you sell innovative or handcrafted products, add an image of yourself sketching a design or shaping an artifact to convey originality and the warmth of human connection.
Tip #3
Don't be afraid to use powerful words.
If you want to be seen as reliable, stress the word reliable. If you want people to consider your creation relevant, say that your creation is relevant (and explain why). Sounds banal? Then try this: think of three appropriate words for your positioning and go through your content to check if you actually use those three words repeatedly to reinforce key messages. I bet there’s room for improvement!
The bottom line is this: focus on your audience, understand your clients and customers, and look at things from their perspective. What can you do for them?
Francesca – Armonica Studio
Francesca is the creator of Armonica Studio, a marketing consultancy focusing on strategy and communication. She is a Brand Strategist, a Communication Consultant, and the creator of The Armonica Blog: Marketing Insights And Actionable Tips For Creators And Makers. She currently lives in Berlin, Germany.
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