People don’t buy features, they buy outcomes.
There’s an oft-quoted saying that, “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
I disagree. The reality is they want the pride and joy of seeing a shelf full of books they love on their wall.
People aren’t choosing your space because they want to be in a prime location or because the interior design is so beautiful.
Well… they are. But it’s because they want things like convenience, ease of access, proximity to clients, prestige, ability to impress, ability to hire top talent, status, self-confidence, to feel inspired, and a whole host of other things.
The best way to write your marketing and sales copy is to interpret the features of your space in terms your members already care about internally.
The way to do that is to walk in the shoes of your ideal member for a day. Talk to them, ask them why they love your space. Follow the steps in the previous article.
The big question is: what features matter most and why?
Here are a few examples of features in italics with benefits bolded in the sentence.
- A strong member community so that you meet new people, see more opportunities, and feel less like you’re “doing it all on your own”.
- Stay refreshed and recharged throughout the day with unlimited gourmet coffee, tea, filtered water, and even kombucha on tap.
- Strong and fast WiFi so you can host video meetings, download/upload large files, and work all day without being slowed down.
- Meeting rooms that are designed to WOW your guests and leave an amazing impression every time.
- Mail service (address and forwarding) so you don’t need to use your home address for business, keeping your personal information more private.
- Get member benefits like discounts on local gyms, restaurants, activities that make you feel like a VIP in the neighbourhood while saving you money in the process.
- Video and audio teleconference technology to make your conference calls with your clients, prospects, and head office more professional.
- Phone booths on all floors so you can escape to a quiet space for phone calls without needing to book a meeting room.
- 24/7 access to the facility so you can get work done any time duty calls.
- Abundant natural light throughout the space so that you and your team feel energized, happy, and healthy each day.
Does your website spell out the benefits of your features? And are you using you-centric wording?
If not, write down all your features as I did above, and add the benefits to the beginning or end of your sentences.