People don’t buy products or services, or features or benefits. People buy transformation. They buy results.
Managing your website goes beyond just making sure it’s running smoothly and secure. Your website messaging is so critical, especially because your website is the 24/7 face of your business. That said, we’re going to explore a little bit about how you can make your website messaging a little bit better in this article.
It is a well-known fact that people are inherently selfish. We have a natural tendency to talk about ourselves and focus on our own needs and desires. Interestingly, this behavior often extends to the world of business as well. Many businesses tend to center their messaging around themselves, highlighting their accomplishments, experience, and the quality of their products or services. They proudly proclaim, “We are the best!” or “We’ve been in business for 100 years and have the most experience!” or “Our products and services are of the highest quality, best in class!”
While there is nothing inherently wrong with showcasing your expertise and establishing trust and credibility, it is essential to recognize that people primarily care about themselves. Just like we love to talk about ourselves, our potential customers are focused on their own problems, needs, and desires. As strangers to one another, we may not genuinely care about each other’s personal stories. However, what we do care about is finding a solution to our problems, fulfilling our needs, or satisfying our desires. This is why we search and shop for products or services in the first place.
Our brains are wired to prioritize our survival and well-being. We constantly evaluate everything around us, asking ourselves, “Will this thing help me? Or will it kill me?” This innate instinct shapes our decision-making process, even when it comes to purchasing products or services.
Therefore, it is crucial to understand that people don’t buy products and services, or features and benefits, in and of themselves. People buy transformation. They have a specific “Before State,” which represents their problem, need, or desire. Their ultimate goal is to reach their desired “After State,” where their needs are met, their desires are fulfilled, or their problems are solved. When businesses recognize this fundamental aspect of human psychology, they can tailor their messaging to address the transformation their customers seek.
Changing the Approach to Business Messaging
To effectively communicate with potential customers, businesses should shift their focus from themselves to the customer’s journey. This change in approach can be reflected in the messaging on websites, marketing materials, and creatives. Instead of boasting about how great the business is or how amazing their products or services are, businesses should speak directly to the customer’s needs, problems, pains, and desires. The key is to convey that the business understands their struggles and has a solution that will transform their lives.
When crafting compelling messaging, it is helpful to structure it in three parts:
- Describing the Problem: Clearly identify the problem that your ideal client is facing (their “Before State”). This helps the customer relate to the messaging and recognize that their struggle is understood.
- Introducing the Solution: Present the solution that will solve their problem and facilitate the transformation they seek. This assures the customer that there is a way to overcome their challenges.
- Painting a Picture of the End Result: Create a vivid image of the desired “After State” that customers will achieve by using the product or service. This allows them to envision the positive outcome they can expect.
By following this structure, businesses can establish a connection with their target audience. Customers who resonate with the problem presented in the messaging will be intrigued to explore further. They will see that the business not only understands their struggle but also offers a solution and depicts the potentially positive outcome they can experience if they choose to purchase the product or service.
In conclusion, it is crucial to approach marketing and business messaging differently. Rather than solely focusing on the greatness of your product, service, or business, center your messaging around the journey your prospects and customers are on. Show genuine empathy for their problems, pains, needs, and desires, and highlight the transformation they are seeking. By addressing their concerns and aspirations, you are more likely to see higher conversions and build stronger connections with your audience.