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It’s About “Them,” Not “Me”: Highlighting Your Juicy Benefits

Guest post by: Lisa Cherney

Article Overview: Every entrepreneur has a unique approach to what they do. But it’s highly likely that they are not getting translated into your marketing. Here are two steps to highlight your juicy benefits, make it about them and stand out from your competition.

It’s About “Them,” Not “Me”: Highlighting Your Juicy Benefits

Every entrepreneur has a unique approach to what they do. But it's highly likely that they are not getting translated into your marketing.

In our marketing we say things like: I'm a life coach, I'm an energy healer, a consultant, a realtor, a lawyer. We're just using titles that put a big bar code on our head and lump us in with everyone else. From there we go on and tell people what kinds of things we offer: workshops, one-on-one sessions, package pricing, etc. And we talk about credentials, titles, services and certifications.

Yawn, yawn, yawn!! The reason that doesn't resonate with people is because that's about us,not them. It doesn't help people know how we change their lives. So repeat after me: it's about THEM, not ME!

Here are two steps to highlight your juicy benefits, make it about them and stand out from your competition.

1. Discover your benefits. To do this, ask yourself this question: How are people different after working with me (or after using my product)? When you answer that question, you get benefits.

Then take a good, honest look at your marketing and ask yourself if your benefits are in there. (This is especially important when you're doing print advertising and can only use a few words - go for the benefits every time and you'll really stand out!)

2. Make your benefits juicy. You need to juice up your benefits and make sure you don't sound like everybody else out there who provides the same service or product you do. I'm going to give you two examples of overused benefits and then a way to make them juicy.

"I'll help you make more money."

"I'll help you become more efficient."

So, what is the benefit of making more money? How about, "You'll never have to say, 'I can't afford it' ever again"? That gets to the heart of it and hits you. And what's the benefit of becoming more efficient? "You'll have more time for planning ahead and for fun." Essentially, we're digging deeper to the benefit of the benefit.

If you're really serious about transforming your marketing so it's much juicier, you need to have juicy benefits for every product, service and workshop - everything you offer - because each has a unique outcome. So ask yourself how people are different after working with you and the benefits of that, and you'll be on your way to making it about them and standing out from the crowd.

These are definitely benefits - and they're good outcomes to deliver - but we need to say them in a different way.

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Article Tags: business marketing, Conscious Marketing, entrepreneurship, intuitive marketing, juicy marketing, Lisa Cherney, marketing strategy
Referred by: http://www.michelepw.com/



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Re: eBay update - [quote="Takuya":1cl184y4]Kevin, I would wait till the very last minute but that all depends on how badly you want to win isn't it. Just an update, I shared with everyone in the beginning of this thread that the Juicy Couture Bag we was in good condition but smelled like it came from heavy smokers' house. We took to the local dry cleaning place and cost us $40 to get rid of it but it's not completely out and we have been very disappointed with the added cost and its outcome. It's like people who smoke inside vehicle when they maintain their car, they think it should be viewed as in perfection condition to others (it's not), just as it was so described about this bag we bought. We didn't necessarily leave negative comment to the seller because we never asked about it on our end. We learned our lesson the hard way.[/quote:1cl184y4] I'm probably going to end up doing that Takuya and I'll let you know how it turns out on Tuesday:) At the moment, there would appear to be a small army of eBay newbies with similar usernames trying to buy up cheap tennis racquets. Maybe they're all employees of a new tennis shop who are looking for inventory? As for your Juicy Couture Bag, what do you plan on doing with it? Maybe you should just consider re-selling it on eBay to cut your losses or donating it to a charitable organization.
eBay update - Kevin, I would wait till the very last minute but that all depends on how badly you want to win isn't it. Just an update, I shared with everyone in the beginning of this thread that the Juicy Couture Bag we was in good condition but smelled like it came from heavy smokers' house. We took to the local dry cleaning place and cost us $40 to get rid of it but it's not completely out and we have been very disappointed with the added cost and its outcome. It's like people who smoke inside vehicle when they maintain their car, they think it should be viewed as in perfection condition to others (it's not), just as it was so described about this bag we bought. We didn't necessarily leave negative comment to the seller because we never asked about it on our end. We learned our lesson the hard way.
Can Anyone Share eBay Do's and Don'ts? - Hi Everyone, I know there are many sources out there on the web on this topic so I am interested in knowing opinions from this forum. But I'd like to hear what your lessons, experiences on eBay buying or selling. Recently, my wife acquired a nice Juicy Couture baby diaper bag at eBay. The material is in awesome shape -- except it smelled it came from a smoking house. We didn't ask about it upfront and now we're hoping that it'll air out. (Speaking of airing out. It's like when I used to sell and buy cars, people who drove "well maintained" vehicles but smoked inside didn't realize smoking completely devalued the car because it would never come out 100%). Anyway, I don't have a lot of experiences with eBay and haven't really learned to trust this way of trading money for goods. But I am sure people have in this forum have had great experience so if anyone like to share what you know, I thought this will benefit the rest of the community. I'm interested in knowing and referring to something you've personally learned and experienced and not links referencing to other sources on the web.


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