Humans are so simple that we can pay through our noses just to get any of these four needs met. Here are the 4 results you must deliver to clients.
Give us this day our daily bread.
Does your service help clients put food on their tables, clothes on their bodies, shelter over their heads or does it help them feel better about themselves?
If yes, how?
As complex as we think humans are, we’re actually very simple people with simple needs.
We’ve only invented complex ways to satisfy these simple needs.
Due to this, marketing is harder too because a lot of marketing messages don’t even relate to an end result that people want.
Our daily bread can come in various forms. It could be food we need to eat daily. It could be provision of clothes we need to wear daily.
It could be the daily dose of inspiration we need to go through our day.
In general, it’s a collection of everything we need to have a successful day.
So, what part of all this do you provide? Where does your service business fit?
Here’s how to find out…
The 4 Aspects of A Successful Day
Humans are so simple that we can pay through our noses just to get any of these four needs met. Even the client without funds would do what it takes to get them.
Here they are:
1. Money In Your Pocket
Question: Does your service help clients make more money?
There’s nothing more demoralizing than having no money. Even if you have nothing to purchase for the day, the thought of having an empty pocket (or bank account) is terrible.
If this is the need you want to help people meet, you need to find out how your service connects with this need. And when you find it, you must never stop talking about this need. Here’s how:
After you deliver your service, does it lead to clients having more money? If it does, can you determine how much? What you sell is more money, not how you make it happen.
There’s a reason why a lot of “make money online blogs” always have an audience and turn out successful. It’s because the bloggers have connected with a personal need that everyone wants, regardless of the industry. This is what you need to do.
2. An Enviable Lifestyle
Question: Does your service help improve the lifestyle of your clients?
More money doesn’t necessarily mean an enviable lifestyle. For example, showing people how to get quality household products at cheaper prices leads to a better lifestyle, not necessarily more money. Showing people how to have less car repairs leads to a better lifestyle, not directly more money.
You need to find out how your service helps improve the client’s way of life. Do you help clients get things at cheaper prices? Do you help them save more? Do you help them get more for less?
If you do these, then most likely this is the result you help clients get. Next, what you need to do is to relate how you help them do this. But the forefront of your marketing message or service description is the lifestyle you help them live.
3. A Celebrated Personality
Question: Does you service help clients feel good about themselves?
I don’t need to tell you that fashion falls into this category. However, a celebrated personality goes beyond the clothes you wear. It also involves how you feel about yourself. Your self-confidence, mentality, etc. Wellness professionals and life coaches fall into this category.
Everyone wants to walk down the road feeling like they‘re the best thing in the world. Do you help clients feel this way? If it’s a yes, then in what area? Is it physically or mentally? People usually have to first feel good and celebrate themselves before others feel compelled to appreciate them.
Afterwards, how do you help them feel better about themselves? Is it by showing them the kinds of clothes to wear? Is it through early morning yoga classes? Is it through making consistent confessions about themselves? Is it through eating a balanced diet? Or perhaps it’s by reading the right kinds of books/materials?
Here, your service description is the fact that you help them become the most celebrated person in the room.
4. Progress
Question: What is your client’s goal and how does your service help him make consistent progress towards it?
Feeling like you’ll never reach your goals, whatever they may be, is the second worse thing after having no money.
Consistent progress is what fuels us to get up every morning and continue the daily hustle. Without that feeling of consistent progress, we’d rather stay in bed.
We all have dreams and we’ve set goals that should help us achieve those dreams. How does your service help make this happen? For this kind of result, it’s important for you to know exactly the kind of goal your client has. Then your service needs to assure him or her that the goal is achievable.
These goals can be business or personal related. For example, a relationship expert who helps people build relationships from ordinary friendships to marriage falls well in this category. For service professionals in this category, the result has nothing to do with the end, but the process. A life planner who helps married couples build dream families could also fall into this category.
Clients in this category only have one question in mind “Am I making progress?” It’s your responsibility to show them that they are.
No one jokes with their daily bread. It’s because these are needs that have been hardwired into us from the beginning of time. So, instead of trying to manufacture a result you help clients with, just give them their daily bread instead.
Your service description should basically consist of two things: the results you help clients get and how you do it.
So, look deeply at your service and determine the result you help clients with. Do you help them make money? If yes, how much money? Do you help them improve their lifestyles? What would they get and how would life look like when you’re done? How much of a celebrity would they become after interacting WITH YOU? And how do you help them monitor whether or not they’re reaching their goals?
This messaging has to be everywhere you are – on your website, on social media, and even in your posts. Yes it requires a little bit of skill, but as long as you try to keep it simple, you’ll get it right. If not, feel free to take a peek at my web content writing services to help you craft blog content that your audience and clients can resonate with.
What do you think? Are there any other results clients can get? Share your thoughts in the comments.