A Simple 3-Word Technique to Become More Relevant to Prospects

Author: Stephen Palmer

This simple technique is a smooth transition from features to benefits, which means that your readers will be hooked as you show them why your message matters to them, on their terms and in their language.

It\'s a foolproof way to get details out of your head and into theirs, which means that your readers will feel your concern for them, resulting in a greater likelihood of them doing business with you.

Hint: I\'ve already used the three-word technique twice.

Do you see it?

'which means that...'

It\'s that simple. Individuals and businesses often tell prospects why they (the presenters) are so great, but the approach fails to demonstrate why it matters to their audience.

Adding 'which means that' is how you translate your features into benefits for your prospects. It shifts the focus away from you and onto your them.

This works particularly well for professional bios.

3 Bad Examples

Here are a few real-life examples -- without the 'which means that' technique -- taken from existing websites:

1. Realtor: 'Before beginning my real estate career, I taught junior high and high school and was full-time mom for many years. I am very active with area schools, camps, church, moms\' clubs, little league and other family activities.'

2. Attorney: 'Criminal defense lawyer Bill _____ is one of the top criminal defense attorneys in the state. Bill is experienced in all aspects of criminal cases. His depth of knowledge and reputation as an ethical, tough advocate, has won him the respect and admiration of judges, colleagues, and clients.'

3. Dentist: 'Dr. _______ has had extensive advanced training, especially in the areas of TMJ disorders and cosmetic dentistry.'

Examples After Adding 'Which Means That'

Now let\'s look at these examples after adding the 'which means that' technique:

1. 'Before beginning my real estate career, I taught junior high and high school and was full-time mom for many years. I am very active with area schools, camps, church, moms\' clubs, little league and other family activities, which means that I identify your family home with the piercing insight that only an experienced mother can offer. You\'re going to jump for joy when I unveil the home that envelops your family with fun and warmth.'

2. 'Criminal defense lawyer Bill _____ is one of the top criminal defense attorneys in the state. Bill is experienced in all aspects of criminal cases. His depth of knowledge and reputation as an ethical, tough advocate, has won him the respect and admiration of judges, colleagues, and clients. All of which means that you can trust Bill to champion your cause and fight for your rights with strength, integrity, and wisdom. With Bill in your corner you\'re going to feel safe, secure, and confident.'

3. 'Dr. _______ has had extensive advanced training, especially in the areas of TMJ disorders and cosmetic dentistry, which means that your mouth and jaw pain will vanish under his tender care born of experience.'

Your prospects don\'t care about you. They care about themselves. Every time you tell them why you\'re qualified to meet their needs, make sure you add 'which means that,' followed by a statement detailing why it matters to them.

Translating the features of your qualifications into specific benefits to your audience shows them that you care about them, which means that they\'ll be drawn to you, resulting in more money and more clients for you.

Article Source: http://www.articlesbase.com/marketing-tips-articles/a-simple-3-word-technique-to-become-more-relevant-to-prospects-4245820.html

About the Author

Stephen Palmer is a small business marketing consultant with KGaps Consulting. He helps small businesses increase website traffic, leads, sales, referrals, and customer retention through Hub Mentality, a proprietary marketing methodology. Download his book on Hub Mentality for free at www.HubMentality.com.