Don't tell me you sell shoe polish. Tell me you'll save me 26% more, and make my shoes last 3 months longer.
Don't say that you sell great shoe polish.
Tell me “I can save you 22.6% on your shoe polish costs, and make your shoes last 3 months longer.”
Ok, so you may not be in the shoe polish business, but my point here is that you need to sell people on the specific benefits you offer - and the more specific you can be, the better.
People want to hear about benefits, not features. Show me why it makes life better for me.
There's a radio station everyone listens to: Radio WII FM. That's Radio 'What's in it for me?'.
That's a station everyone tunes into. I want to know what you can do that will help me solve the problem I have right now. So - what's in it for me?
And do remember, you are selling to me, one person, not “people like me.” Address me as an individual.
I want to hear how a LinkedIn profile surgery will power visibility and business development, make me look better, connect better, and bring me more business or get me a new job with 40% more money.
I want to know exactly how much money I can keep in my pocket every month if I save 22.6% on my shoe polish.
I want specifics.
Tell me a story about an instance where you really did your stuff. Or even better than that, have a customer tell the story of how you helped them.
Where you can't readily come up with a list of benefits, link them to features with the magic phrase “which means”.
For example: “24 hour service - which means the last-minute inclusions for your conference pack can still arrive up to 8pm, but we can deliver packs to you at 6am the next morning for distribution to delegates on arrival.”
Tell me why it will benefit me to do business with you - precisely, exactly, measurably, and specifically.
If possible, add an example, testimonial or a recommendation from a real person who is also on LinkedIn.
“David wants his clients to be the best they can be, and to be seen as such. He is thorough and incredibly knowledgeable about LinkedIn. He is creative and acutely focused on finding his client's unique descriptors that have relevance for the intended audience. Since David made over my profile, not only have I been noticed more, but I have been commended on its appropriateness.” - Marc Dhalluin
