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Technical Benefits? Features? Feelings? How Clients Chose to Do Business With You

Imagine being in an electronics store standing in front of a row of big screen TVs. How do you make your choice? Price? Size?

The sales associate has been explaining all the technical specifications. Your mind is numb from all the facts. You’re confused.

Long lists of specifications, features, and benefits will not cause people to buy your services. People want to do business with people who believe what they believe.

What you do needs to matter to them. You need to help them feel the way they want to feel. Help them feel part of something, something that they can connect with.

There are so many options and so much information that most decisions are not based on facts but on feelings. It’s feelings that drive purchasing decisions. The features and benefits are what we use to justify our purchases.

If you want people to act, they need to believe what you believe. That means you gotta tell people what you believe.

Apple’s story is that they believe in challenging the status quo. They believe in thinking differently. Everything they do reflects these beliefs.

What do you believe? Are you telling your potential clients what you believe in?

What you believe is part of your purpose and why you do what you do. Helping your clients understand this will help you stand out from the crowd because so many businesses try to sell features and benefits.

If you haven’t read it yet you might enjoy reading how to make your service business unique so you can help your business stand out from the crowd.


Photo credit: On a lighter note, which hat in this photo by Joshua Coleman is your favorite? 

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Trevor Wilson

Trevor Wilson

I love helping business owners who are passionate about making a positive difference in their clients' lives. I'm a passionate learner and teacher. My purpose is to help people live a more fulfilled life. In my professional life, I love helping business owners get clear on their purpose and identity. Then I help them clearly communicate their story so they can attract their ideal clients. I do this because I believe that when you work with your ideal clients you'll live a more fulfilled life.

Successful people do what everyone else won't dare to do. Don't wish it were easier; make yourself better.