Why Your Prospects Don’t Care About Your Business — And What To Do About It

By , July 10, 2009 2:47 pm


talk-to-the-handHere’s what I often see on typical marketing material:


“We have the best customer service!”

 “Our product rocks!”

 “We’re number one!”

 “I’m a million-dollar sales producer!”

 “Me, me, me, it’s all about me!”



News Flash:  Your prospects don’t give a rip how fabulous you are.


There is one phrase you should always remember when communicating with your current and future customers.  It is:


“Your product or service is far less important than its ability to fulfill your customers’ needs.”


Or, to put it more simply:


“What’s in it for them?  What’s in it for them?  What’s in it for them?”


Too often, we get caught up in trying to promote our credibility.  Here’s the fastest way to being credible:  Offer an awesome product with great service and get OTHER people talking about how fabulous you are.


One of the best examples I’ve seen of this in a while is the website of www.georgekao.com.


When you go to his site, here’s what you’ll see:


1)    What he does and the benefits he provides his clients

2)    Why he believes you should work with him, and (more importantly)

3)    Dozens of testimonials of what his clients have gained from working with him.


It’s okay to share with prospects why they should do business with you.  Just remember:


Show the benefits they’ll receive, not the success you’ve achieved.


Visit us at:  http://www.TheTravelingOffice.com

About Glory Gray

Writer. Sailor. Dog Mom. Living island time. Glory is an American-bred author living in British Columbia. One part wanderer, one part nerd, one part dreaming artist. Connect with Glory on Google+

6 Responses to “Why Your Prospects Don’t Care About Your Business — And What To Do About It”

  1. Ruth Stroup says:

    A great reminder. I need to write a “from the desk of” note on my website tonight. Will change the approach from “me” to my clients.

  2. George Kao says:

    Glory, thank you so much for the mention. My simple website (especially what’s written there) is always a work in progress. The more I understand my ideal audience and how I can best connect with them and serve them, the more refined my homepage becomes. Thanks again.

    • glorygray says:

      You’re welcome, George. I like that you said “the more refined it becomes,” meaning, the clearer your message becomes. So often, we make the mistake of muddling the message by trying to be all things to all people. Keep up the great work!

  3. Rich Casto says:

    A wonderful message. Keep spreading it.

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