One of the most overlooked message strategies that businesses fail to implement today, is that of being client centric – a message that is centered around the client’s desired end-result. In fact it is surprising how little this strategy is put into practice in today’s marketplace – which is why it’s so powerful!

A common approach for most businesses today is is to talk about themselves – not to promote a solution to the prospects’ issues and concerns. What do I mean? Most companies talk about the features of their product or service but don’t connect those features to the client’s desired end-benefit.

Take for example the psychology behind someone going into a hardware store to purchase a drill bit.

When someone walks into a store to buy a 1/4” drill bit, believe it or not, they are not looking for a drill bit! What they are really looking for a 1/4” hole! They want a hole – they don’t want a drill bit. The value is in the hole – not the drill bit.

Obvious? Maybe.

But take a short look around today’s market place and you will see many examples of companies focusing on what the product is vs what the product does for the user.

Using the example above – most companies would market their drill bit something like this:
“Buy our 1/4″ drill bit made of hardened steel with extra-sharp edges”

But a client-centric message would be worded more like this:
“1/4″ hole makers that put holes in any surface – fast”

See the difference? One focuses on features (what a product is, has, or does) while the other focuses on benefits (what you “get” from a product).

If you want to create more powerful marketing messages and position your brand strongly in the mind of your marketplace, then know what people buy!

People buy benefits not features. Here are just a few examples of what motivates people to buy.

• People buy solutions to their problems
• People buy promises you make
• People buy the opinions of their friends
• People buy believable claims
• People buy the image portrayed by your brand
• People buy guarantees and your reputation
• People buy honesty (this applies not only to your message and content but also to the way you design and present your message)

A simple way for your company to have a more client-centric message is to focus on the end-benefit your prospect will get if they purchase what you are selling. By doing so – in essence you become an advocate of the client.

Apply this message strategy and you will not only differentiate from your competitors you will and gain a distinct advantage over them.