Stop Featuring Dumping and Start Connecting with Clients
“I provide 8 hours of coverage, a second shooter, and an engagement session.” – You
“I offer full-service planning with unlimited email communication and meetings and two coordinators on the day-of.” – You
“We have a 23,000 square foot ballroom with attached cocktail reception space you can use for 10 hours.” – You
“I shoot fine art film photography.” – You
“I do hand-crafted one-of-a-kind invitations on unique paper.” – You
Are you bored yet? Tired or reading these? Yep, so are your clients.
You know why? These are examples of what we in the sales world call “feature dumping.” It’s easy to see why you shouldn’t do it.
Drop your ego and stop dumping features
The reason you don’t want to spout features to your potential clients is because it’s all about you and what you do.
First, stop making it about you. If you read my posts regularly, you know I’m not afraid to call you an egomaniacal monster. Especially if it’s true. Put the focus on your buyers instead.
Second, like Maya Angelou said, people will forget what you said and they don’t care what you’ll do. They want to know and certainly will remember how you make them feel.
So focus on that.
Start talking in benefits
What’s the difference between a feature and a benefit? A feature is “what I do for you” and a benefit is “how you’ll benefit” from it.
A simple trick to speak benefit-ese is to take the feature and add, “so you…” after it.
Let’s try on a few above:
“I provide 8 hours of coverage SO YOU get moments from all the important parts of your wedding day.”
“I offer full-service planning SO YOU can sleep easy knowing I’m working full-time to make your wedding one your friends will remember.”
“I shoot fine art film photography SO YOU get masterpieces to hang on your walls for generations to come.”
Next steps
Now you know what NOT to do and what TO do. Go to your website, go through your emails, ask someone to listen to a discovery call – and make the switch to writing and speaking in benefits.
