Brand new Brand YOU
"Personal branding reflected in the zeitgeist. Watching the pros in entertainment, politics, business. And now you. What makes YOU different?"

Defining Your Key Benefits

Now that you’ve narrowed your niche, it’s time to define the key benefits of what you offer as they relate to your target market.

Benefits are the results people get from using your service. Benefits can be positive results, or the removal of a negative condition.

Defining your key benefits in terms of removing one or more negative conditions can be much more powerful than stating them in terms of delivering positive results in the future.

The reason for this is, when a negative condition exists somewhere, its effect is in the here and now. It’s causing pain, discomfort, negative cash flow, damage of some kind, or other ongoing consequences that are real, or perceived to be real in the present.

Therefore, curing an existing negative condition has more emotional value than the promise of delivering some yet-to-be-realized benefit in the future.

And, as you probably heard before, people buy based mostly on emotion, and support or justify their purchase with logic.

So if at all possible, think of the benefits of what you do in terms of how they reduce or eliminate a negative condition first. Then, think of the purely positive results your service provides.

A very productive exercise you can do is to ask your current and past clients why they bought from you. Then compare what they said with what you think. Often this can be quite revealing because what you think is important may not be what they think is important. Wouldn’t that be nice to know?