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No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.

–Robert G Allen

I have this conversation with wedding planners all the time. Brides and grooms are selfish. When it comes right down to it, they care very little about you and all about themselves and their big day.

I don’t care how great they are as a person, when it comes to their wedding, it is all about what’s in it for them. Keep this in mind as you’re writing, well…any copy — website, email marketing campaigns, etc.

I’m not really telling you something you don’t already know here. You pretty much know this but you have to make a conscious effort to twist and tweak everything you write to cater to this “selfishness.”

package-the-benefits

Slant Your Marketing Message

Slant and angle your messages and content so that it is all about them — the brides and grooms you’re trying to attract, dying to work with, and can’t wait to book. When you shop for services, it’s all about you. When you’re selling your wedding planning services, it’s all about them—your dreamiest of dream clients — the wedding couples you get excited about when an email pops into your inbox from them (rather than the eye roll, sigh, and the “not them again” that rumbles out of your mouth.

You have to deliver copy that shows them how what you do benefits them rather than bore them with the features of your service.

Step into the shoes of your wedding couples for just a moment. (Go ahead. They might even have some pretty stylish shoes to step into.)

Think about why they should hire you and work with you over your competition — all of those other wedding pros out there. Think about why your service is the one that solves their problems or fits their needs or wants. Think about it from their angle, though, not why you think you’re so great (because, remember, it is NOT all about you).

NEVER list out the features your business, product or service provides to clients. Instead, focus on how it benefits them.

Clients are very selfish, in a way, so that it is ALL about them. They, definitely, suffer from the “What’s in it for Me? (WIIFM) Syndrome.” When they are reading marketing materials or information on a business, product or service, they often stop and say, “That’s great, but what’s in it for me?”

If nothing else, make sure that your marketing messages, information and other materials TELL THEM precisely how they benefit from doing business with you. This is something that you don’t want them to determine on their own. This is something you want to express to them loud and clear.

The best thing to do is to step into the shoes of your clients and ask yourself what kind of information you would want to find if you were searching for the wedding service you’re offering.

When you are writing marketing copy that speaks directly to your wedding couples, you really have to focus on how your service benefits the types of brides and grooms you’re trying to get to hire you. When you visit websites, what you see more often than not is a list of features of the product or service.

This is a HUGE mistake for wedding planners because it can quickly lose you business because it is presenting what you’re offering in a way that is meaningless to the wedding couples that are reading it.

Choose Benefits, Avoid Features

NEVER list out the features your service provides to clients. Instead, focus on how it benefits them. Brides and grooms are very selfish, in a way, so that it is ALL about them. They definitely suffer from the “WIIFM Syndrome.” When they are reading marketing materials or information on a business, product or service, they often stop and say, “That’s great, but so what. What’s in it for me?”

If nothing else, make sure that your marketing messages, information and other materials TELL THEM precisely how they benefit from doing business with you. This is something that you don’t want them to determine on their own. This is something you want to express to them loud and clear.

The best thing to do is to step into the shoes of your clients and ask yourself what kind of information you would want to find if you were searching for the product or service your business offers.

Once you reach the end of your copy, you have to lead your prospects to the sale — call on them to act — throw in a call to action.

Features versus Benefits Worksheet

List out all of the features of the product or service you are writing about and then go back and write out how to turn the feature into a benefit.

  1. Feature:

Benefit:

  1. Feature:

Benefit:

  1. Feature:

Benefit:

  1. Feature:

Benefit:

  1. Feature:

Benefit:

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