Don't tell me you sell shoe polish. Tell me you'll make my shoes last 3 months longer.
Don't just say that you sell great shoe polish.
Quantify it: Tell me “I can save you 22.6% of the cost of your shoe polish, 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. Talk about me, not you.
85mm x 55mm x 2mm
Pink or Green
USB Docking
Smaller than a credit card to allow you to take it anywhere
Pink or Green colour to match your style and complement your outfit
Rechargeable battery - good for the environment, and good for your pocket, with fast 'drop and forget' recharging by just connecting to any USB port
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 in to. It's simple self-interest. I want to know what you can do that will help me solve the problem I have right now, or which I can see is on the horizon.
So — what's in it for me to connect with you, hire you, talk to you, download your free information, or visit your website?
And do remember, you are selling to me, one person, not “people like me” or “small to medium enterprises”. 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.
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. Preferably in my local currency.
Remember, I am a fussy consumer used to instant gratification online. I want specifics. And I love testimonials and reviews.
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 collated and inside your branded tote bags to you at 6am the next morning, ready for distribution to your 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 someone on LinkedIn.
"David has helped me and a number of friends. There's no one better to make you visible, legible and credible on LinkedIn. I've recommended David consistently, and everyone who has used his services as a result has been bloody delighted with the results. Recommended. Highly." — Pat Phelan
You are aiming to start a conversation with your ideal customer on LinkedIn, so remember to use natural, open language. Avoid jargon and hyperbole — your message will be far more powerful and memorable if you just speak in plain language.
