8 January 2009
Creating content that speaks to your target audience.

Do your clients or potential clients know the benefits of working with you? Are those benefits outlined on your home page or services page?

In a printed offline brochure or flyer you can say so much more than on a website. When someone has something in their hands and is reading it, they will spend minutes rather than seconds. Online text is best when brief and bullet-pointed. Online it's a matter of seconds for someone to connect with you or your services. If they don't see the benefits or what's in it for them, they will click on over to the next website.

Benefits that speak to emotions are very powerful and work better than stating boring company facts. Here is an example of a great benefit. Anyone who has hired painters will surely relate to this.

I recently got a flyer from a Colorado painting company. On their offline printed flyer they print their top benefits. One of the benefits is: "No Nonsense Work Ethic: As we work on your house, you won't find any loud music, smoking or undesirable language, just clean-cut gentlemen, painting your home quietly and efficiently. We only have one job going on at any given time and that's yours."

WOW! Doesn't that speak to your emotions? When I went to their website I found the brief, bullet-pointed benefits right on their Home page. Next I clicked on Our Methods and saw more details similar to what is in their printed flyer. Very well done!

Products and Services are what you GET from a company. Benefits tap into the emotional needs or concerns of your ideal client. What is the common emotional thread that ties all of your clients together? How are you meeting their needs? What are the words used to describe their emotions, beliefs and needs?

When your website is bursting with benefits you will attract more of your ideal clients.