3 Magic words to get more clients

How can 3 words bring you more clients? Or more business of any kind?

This is so simple, you’ll love it.

Sitting in the Blue Angel coffee shop in the Findhorn Foundation last week, talking with my mentor, he told me about them.
We were talking about the marketing section of my business plan, and had got to the section on features and benefits.

“What are your FAB’s?” he said.

I hadn’t a clue what he was talking about.

“Feature, Advantages and Benefits of your products” he continued. “Every product needs to be described to the customer in only one way, because they’re only interested in one thing, and that is what it can do for them. This is the benefit to them. And there’s 3 magic words that’ll help you define what these are”.

This was all in relation to a document I’d written about what I thought were the benefits of my new e-course, How To Be A RichThinker, about to be launched. Every single thing I’d put down as a benefit, he’d labelled a feature. Hum. Not something the ego likes to hear, that you’ve got it so wrong.

But then he told me the magic.

“Use the words ‘which means that…’ every time you’re wanting to define a benefit. So, this coffee cup for instance, is made of the finest porcelain china…which means that…it feels really nice to drink out of…which means that…you enjoy your brilliant coffee even more”.

Ding! Yes, it was another of those moments for me.

“So my e-course is a jam-packed 8 lesson course of the study manual…which means that…you get to put into practice the exercises with email support from me…which means that you will achieve success in the fastest time possible.

And there was the benefit, for those who want to be a RichThinker very quickly.

He continued “Rolex for example, don’t bother with any features or advantages any more. They just go straight for the benefit, which is something like “wearing a Rolex you feel like a millionaire”.

This conversation was so revealing for me, I said to him then and there, I’m going to blog about this. So here it is. Look at the information you have promoting your practice or business, and do the “which means that” test.

Have a rich day!

Jane