Copyright 2006 Kelly Robbins
One of the many things you hear marketing people talk about over and over again is how important it is to know how you are different from your competition. An example of this is in the "elevator speech" many of us prepare. The ability to describe what you do and how you are different than your competitors can be the key to getting referrals and gaining new business.
Does everybody know what you do and what services you offer? Do you?
You may be a writer and provide the service of ghost writing for clients, but what is the benefit your clients are REALLY experiencing? Is it writing, or is it something else?
This isn't really that hard. First say what you do - writing - and then take it to the next step...
Are you really giving your clients time they don't have? Giving them a feeling of confidence that a task is done well rather than them trying it to do it themselves and not knowing what they are doing? Is there a feeling of prestige in hiring an expert (you)? Is it something as simple as crossing a "to do" off their list thus giving them less things to do (more freedom)? More sales - which means continued growth?
The list goes on and on.
Try plugging in these blanks
When I ___________ my clients feel ___________________.
When I ____________my clients can ___________________.
Here's an example:
When I write copy for a web site my clients can spend their energy on tasks they love to do and feel less stress.
When I conduct a marketing consult with a business owner my clients feel good that they have direction in their marketing efforts and are spending less money.
Let's look at another example. Let's say you are a massage therapist. Yes, you give massages and that is what people receive. I challenge you to look deeper than that.
Are you offering your clients less pain? Relaxation they wouldn't get anywhere else? An escape from the stresses in their life? Overall better health? Does getting a massage make them feel good because they are doing something for themselves rather than for everyone else in their life? Is the pleasure of splurging on themselves and the adrenaline rush that goes with it something they don't usually do? Do they have less back pain so they can now participate in sporting activities with their kids?
As you can see I can go on and on :).
I challenge you to right now, sit down and write down the benefits you offer your clients. Stretch yourself. Think about clients both past and present, and remember comments they made to you or things you've witnessed (things they may not have even thought of) that help them do better or be better. Don't worry that you're not being creative or about copying things you've seen your competitors say. Relax and brainstorm.
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Author of Healthcare Copywriting Secrets Revealed and The Healthcare Copywriters Toolkit, Kelly Robbins is a healthcare copywriter and marketing coach/consultant. She also publishes The Healthcare Marketing Connection (
http://www.healthcaremarketingconnection.com), a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, "5 critical things you must know when writing for the healthcare industry" — info@KellyRobbinsLLC.com or 303-460-0285.
