Creating a Marketing Message with “Juice”

“How do you help people?” is a fundamental question that every entrepreneur should be able to answer. The way you help people tells the world the benefits of the work you do, so it’s a key item to include in all your marketing communications. People want to know how their lives will be impacted by your product or service.

By the end of this article, you will be able to answer this question and list the concrete benefits that you can share with the world. You will also learn how to take these benefits to a new level that I call the “Juice.” This is where you discover the unique benefits that are a reflection of you and your passion.

Features vs. Benefits

So, how do you make sure your passion gets channeled into your marketing? It happens through your benefits! This is NOT a listing of all your services or what products you offer. These are called features. For example, if you were talking about a massage table, you would say that a feature of the table is that it only weighs 30 lbs. Now, what is the benefit of this feature? Or, in other words, “How does that help people?” One answer is that it prevents back strain for the therapist.

Benefits get to the heart of how the product or service helps people. Yes, you want to list all the types of services you offer, and you want to be sure to cover why anyone would want to buy it. People always want to know how their life is going to change, or like the old adage, “What’s in it for me?”

Creating Your Benefits

A simple way to ensure that you are focusing on your benefits is to make certain that you are answering one of the following questions in your marketing materials, including websites and 30-second introductions at networking meetings:

• How does my product or service help people?
• How are people different after using my product or service?

Pick one of the questions that resonate with you and take time to answer them for your business. If you have more than one product or service, you’ll want to consider each one separately. For instance, the benefits of my year-long Inner Circle is that business owners will create a part-time business that makes 6-figures or more. However, the benefits of my 3 month Stand Out & Be Juicy marketing message mastermind may be entirely different.

Getting to the Juice

Now that you have answered the above questions and have a list of benefits, you want to make sure they stand out and really reflect your passion. If you have trouble finding just the right words to describe your benefits, please know you are not alone! The following question will help you get out of your head and into your heart, so that you can find the words you need: What is the benefit of the benefit?

This is how it works. Take one of the benefits you think may need a bit more juice. Some phrases that are no longer unique are: “Be happier,” “Increase income,” and, “Life changing.” Then, ask the question and see where it leads you.

Take time to carefully craft the language in your marketing materials. They should represent the essence of who you are and what you bring to people’s lives. Get a coach, attend a marketing workshop, or simply enroll a friend as a member of your team. Ask them, “Does this effectively communicate my passion and how I help people?”

There are people in the world who need you. Take the time now to create marketing materials with “Juice” that enable you to enrich and touch their lives!