Are you making the mistake of promoting the features of your VA business over the emotional benefits? It’s an easy mistake to make and in fact researching this topic has made me look at my own website with scrutiny and start implementing some changes to make it more emotionally driven.

So let’s look at the differences …

Features

What is a feature?

A feature describes your service. It’s giving the hard facts and nothing else. For example, “Professional Virtual Assistant providing administrative support to business owners.

Whilst there’s nothing wrong with this, a business owner (and potential client) who lands on your website for the first time is probably thinking “yeah, so what!”

Remember, they’re likely to be looking around for the perfect VA to fit their business needs and unit as a whole. If you just give them generic features, it’s not going to connect with them in any way.

So how about this one; “Professional Virtual Assistant offering bespoke design services including websites, online and offline marketing materials and social media profiles.

Whilst it’s more tangible, in that the VA provides ‘bespoke’ design services thereby the business knows they will have an original creative piece, it’s still ultimately a feature.

Benefits

What is a benefit?

A benefit focuses the attention on what your service can do for that business. It’s the result of the feature to that business.

So let’s go back to those earlier examples:

Professional Virtual Assistant providing administrative support to business owners.

Professional Virtual Assistant offering bespoke design services including websites, online and offline marketing materials and social media profiles.

How can we make these into a benefit-led piece of text?

Professional Virtual Assistant providing administrative support to business owners – freeing up your time so you can focus on the bigger picture.

Professional Virtual Assistant offering bespoke design services including websites, online and offline marketing materials and social media profiles, so your business stands out from the competition.

A slight addition or shift can make all the difference to whether you’re promoting the feature of your business, or its benefit to their business.

‘Bottom Line’ Benefits

But now let’s go a level deeper.

When thinking about B2B marketing – attracting new business owners or managers to your service offering – the feature will be important, the initial benefit will be helpful, but the ‘bottom line’ benefit is what they’re really searching for.

This is the information that says instantly why – they – need – you. And not the one of the five other VA’s they were considering.

So let’s take the above examples again:

Professional Virtual Assistant providing administrative support to business owners – freeing up your time so you can focus on the bigger picture.”

Professional Virtual Assistant offering bespoke design services including websites, online and offline marketing materials and social media profiles, so your business stands out from the competition.

How can these be turned into ‘bottom line’ benefits?

Professional Virtual Assistant providing administrative support to business owners – freeing up your time so you can focus on the bigger picture to target and grow your customer-base.”

All you’ve done here is add a more tangible benefit, something they can relate to and think “oh yeah, I need that.”

Professional Virtual Assistant offering bespoke design services including websites, online and offline marketing materials and social media profiles, so your business stands out from the competition enabling you to attract more customers to increase annual profit margins.”

Again, by adding a tangible ‘bottom line’ benefit you’re empathising with the business owner. They feel that you understand them and their business goals, so will feel warranted in deciding to work with you.

Benefits lead; Features support

Purchasing decisions are almost always driven by emotion. The purchaser will respond to an emotional pull first when choosing one service or product over another, but then (and this is certainly true with business purchasing decisions) that decision must be backed up by hard facts – the features.

So now take some time to review all your marketing materials – your website, social media profiles, marketing materials, even down to your business cards. Are you promoting your benefits first and then highlighting the features?

It’s a worthwhile exercise to do. Try making some changes to see if you get better results.

Better results = more clients.

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