Sell benefits. Not features.
Your product is not the “thing” you sell. If you sell houses…your product is not the house. It is you. Your service. More specifically, the way you provide your service. People who employ service people (you) do so because they want/need someone to solve their problem. Technically, they have the capacity to solve their own problem. But something about the situation feels to scary or cumbersome for them to confidently take on that endeavor alone. By the time the consumer reaches out to you, they already know that you professionally handle situations like theirs... They are not looking for you to list the features you provide. In fact, leading with that in a world where information is at everyone’s fingertips…could be a reason the do not pick you. They already know the features you can provide. That is why they are speaking to you. Features are common. Think about when you stay at a nice hotel. Do you need to read the book in yo...