So what?

A wise person once told me she often doesn’t know how she feels about a subject until she writes about it. It takes patience to sit with something long enough, to write about it in enough depth that you see it through to its logical conclusion.

You’ve spent countless hours developing a product or service that works for your clients. You are steeped in knowledge about your chosen field. You have set your price strategically and you have added features to make it easier for your clients to work with you. And so why is it so hard to encapsulate the true benefit of working with you? What’s the key thing your audience takes away from your process that they won’t get anywhere else?

When we’re asked how our audience really benefits from all of those features, often we come up short.

Translating features into benefits is so often overlooked. That’s why getting into the habit of seeing your product or service from the benefits end can really set you apart from your competitors.

Start by listing out your features, then for each one, write its benefit. Usually, this first benefit is just the starting point. When you think you have landed on a benefit, ask yourself so what? Then write your answer. Ask yourself ‘so what?’ again and again, until you run out of answers.

Only then will you know that you’ve landed on a real benefit.