The 4 benefits of everything
Which one do you offer?
Money comes when you offer value.
The problem is that many solopreneurs don’t understand what value means. They think they need to do something huge, groundbreaking, one-of-a-kind.
Value is much simpler. All products and services in the world offer one (or two) of these four benefits. You just need to let us know which one you offer.
Secret of Success: Know your benefits
In this newsletter:
Why every business owner should know the exact benefit they offer.
Key benefit #1.
Key benefits #2.
Key benefit #3. For paid subscribers only.
Key benefit #4. For paid subscribers only.
How to choose (and advertise) the right benefit. For paid subscribers only.
Why every business owner should know the exact benefit they offer.
Clarity trumps persuasion.
According to Marketing Experiments research, when people arrive at your website/profile/newsletter, they ask these 3 questions (in this exact order):
Where am I?
What can I do here?
Why should I do it?
The problem is that most solopreneurs (and entrepreneurs in general) go straight to question number three. They want to explain why they’re the best at providing the benefit they’re providing — without telling us what that is.
During the Marketing Experiments research, they discovered that boosting clarity during the first 7 seconds of the user experience led to a whopping 201% increase in conversions.
The lesson? Focus on clarity. You can persuade later. No one buys out of confusion.
Key Benefit #1: Value for money
This applies to you if:
You offer affordable service/product
You increase the return on investment for your clients
You help your clients cut current costs
Nothing wrong with this benefit. Big names preach left and right about the importance of charging a lot for your offers — but I built a successful copywriting business with low to average pricing.
This benefit is very useful if you’re in the B2B space. Every company wants to cut costs as long as it doesn’t hurt the business.
You can take great advantage of this benefit by offering productized services — a smoother and faster process for you and cheaper and better service for your clients.
If you charge a lot, you can still choose this as your main benefit as long as you’re confident that your service/product will pay for itself. Marie Forleo charges over $2000 for her B-School program, but look at the reviews she gets:
Is this one of your key benefits?
Key Benefit #2: Make things better
This is the key benefit of all solopreneurs who focus on quality.
You’re offering high-quality, well-researched, analytical writing. Example: Michael Simmons, Katelyn Bourgoin.
You’re offering premium services or products. Example: Joanna Wiebe, a copywriter for Shopify, Thinkific, and Microsoft. Note: even if you don’t have the credentials yet, if that’s your direction, focus on that benefit as you develop your skills.
You’re entertaining. Entertainment makes life better. This includes fiction, poetry, essays, music, art, photography, humour and more. Make sure you let us know what type of entertainment you offer. Will you make us laugh, cry, think, solve puzzles, or learn something interesting? Example: Brianna Wiest
Is this one of your key benefits?