It’s not uncommon for an online business owner, especially a small mom and pop operation online, not to fully understand their online business offers. If you think you’re selling website design, content writing, and customer service, for example, you may go into discussions with your customers on the wrong foot.
As you get to understand your offerings more, you’ll end up:
When you know your offers and what they will do for your audience backward and forwards, you’ll not only be more enthusiastic when you speak to your customers and audience (whether by blog, vlog, or in-person) that you automatically increase theirs too because enthusiasm is contagious.
Developing More Confidence
When you know what your offers are and what they really mean to your ideal customer, you’re going to exude confidence when you talk about your offers. Not only that, your audience will feel a lot more confident about you too.
Becoming a Trusted Expert
When you can answer questions quickly, people start to trust you a lot more. They’ll see you as an expert in your field and turn to you when they need help. This happens because you can answer any question about your product or service in a way that helps the customer choose.
Knowing everything about your products helps you not only be less fearful as you promote your products and services, but it reduces the fear of your customers too. They start to trust that spending money with you is safe because you’re so knowledgeable.
Helps Overcome Objections
When you know your products inside and out, you also know what objections your ideal audience may have in their mind. You can answer them immediately without reservation because you know your stuff.
Keeps You Ahead of The Competition
Your competition will always be on your heels (or you on theirs), and that’s okay. It will keep you above everything if you pay close attention to the details about your products and services.
You’ll Recognize the Gaps Sooner
When you are real with yourself and your audience about what your products do and don’t do, it’ll let you figure out your own gaps sooner so you can create even more wondrous products and services or recommend great solutions that others created already, becoming an amazing resource to your audience.
Remember that what you are selling is a lot deeper than, for example, virtual assistant services. You’re really selling the benefits of your virtual assistant service, and it’s imperative that you fully grasp what they are.
You may be really selling, from the customer’s perspective, time-freedom, expertise, courage – it just depends on your product, but the more you can identify, the more you’ll be able to help lead your customers to purchase your offers.
Understand Your Online Business Offers By Developing A Mission Statement for Your Business
One way you can connect with your audience and ultimately build an email list full of potential customers who need your solutions – is to be very clear about what your real mission is. If you’re unsure what your mission is, it won’t be easy to communicate it to your audience.
Therefore, before you get started creating and building your prospect list, you need to take the time to understand your purpose. It helps consumers separate you from the competition at a glance. Because remember, you want prospects who want what you’re offering, and the key to that is to know what you stand for.
Your mission statement explains what you do, who you do it for, and why you exist, what makes you different. The elements of your mission statement include the value you offer to your customers (and even your team), explain who they are, and let them know why you and how you are different from the competition.
The mission statement should be to the point. You only need a few concise sentences to get your point across. However, you do want to think long term and include your big ideas so that your mission statement is not just relevant now, but will be in the future as well. However, it’s always OK to improve your mission statement over time as you learn more.
Let’s look at a few mission statement examples you may already be familiar with to help you get your creative juices flowing:
- LG: Life is Good: To spread the power of optimism
- TED: Spread ideas.
- Chick-Fil-A: Be America’s best quick-service restaurant. To glorify God by being a faithful steward of all that is entrusted to us.
- Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
As you can see, a well-crafted mission statement not only focuses on the direction you want to go with your business, but it helps provide boundaries that help you make good decisions.
For example, if you are offered something or are creating a new product or service, you can look to your mission statement to ensure that it fits with your business.
To ensure that your mission statement does what you need it to do, remember to include your target audience, the product or service results, and why this product or service is the right one over the others. As you work through creating it, you can cut extra words and perfect it as you go.
Learn to Focus on The Benefits of Your Online Business Offers
As you work to create products and content and build your prospect list with smart lead magnets, learning how to focus on the benefits of your offers will help you a lot. You’ve likely heard the phrase “benefits over features” during your business studies. This is exactly what we’re talking about here.
The main reason you must focus on benefits over features when explaining your offers is that your audience doesn’t care about you or much about how. They only care about what you offer them and the results of those offers.
“What’s in it for them?” is the central question you need to answer.
The first thing you’ll need to learn so that you can differentiate from features and benefits is how to identify a benefit. The best way to think about this is how the feature you’ve created impacts the user. The impact is the benefit. The impact is what you want to focus on when marketing to your audience because that’s what they care about the most.
You may be offering email customer service to your customers, but what impact does that offer have on your customers? Does it give them time freedom? Does your customer service give them peace of mind? What is the impact of your offer on them ultimately?
It might help you to do the following exercise. Ask yourself what the benefits are of various items you own, products you use, or services you buy?
For example, what are the benefits of the deep side pockets on cargo pants? They let you put tons of stuff inside when you go on a hike without worrying about losing them. Choose some items you have around your home and list the benefits of them so you can practice getting this down.
To do better writing about benefits over features, you’ll want to think about what they do. What is the verb that the feature does? Start by listing out all the features of your product and then write down the benefits of that feature. Some features may have more than one benefit.
For example, if you offer remote email customer care, a benefit of that is time savings, emotional protection, and the knowledge that your customers won’t wait for care.
When you’re writing about anything regarding your offers, don’t write like you’re in school. Forget the lessons your English teacher taught you about using the word “you.” In fact, you’ll want to use the word “you” and speak directly to your ideal customer and no one else as you write about the benefits of all the online business offers that you put in front of them. Also, don’t be negligent about answering the questions they have about what’s in it for them.