After all, why do people buy your products or services? I'll give you a minute to think about it and leave a comment.
I want your honest opinion on this, ok?
Have you thought about and commented below? Good, let's proceed now.
Many business owners and entrepreneurs probably will say that people buy products or services because they want the end result (a.k.a benefit).
It's close - and not entirely wrong - but here's what I learned from a guy called Donald Miller from StoryBrand.
He says that "people buy products after reading or hearing words that make them want to buy products."
A few days ago, I talked to you about customer avatar. You remember that, right?
One of the many reasons why having a customer avatar is so crucial for businesses is that once you get to know yours, you'll know exactly which words to use to explain:
1️⃣ Who do you help;
2️⃣ How do you help him; and
3️⃣ How they'll benefit from that help.
Well... The thing is that you have to explain all that in just a couple of sentences.
Use too many words, and your avatar will get lost and confused with all the information.
If you don't use words enough (or you're not clear enough), your customer avatar won't understand who you help, what you do, and the benefit you offer.
Want to see a quick example? Here's my Unique Selling Proposition (USP):
"Need someone to make content for your social media? I'll take care of that and create great posts for you."
And here's a slightly longer version:
"Many business leaders don't have and can't find qualified professionals to create content on their social media channels. I provide excellent social media content creation services at affordable prices. This way, they won't have to worry about it because I'll ensure they have great content on their channels."
Now you try.