Once you’ve agitated your pain points, it’s time to offer the way forward! 🙌 Whatever it is that you are offering, that is the solution for your potential customer/client. 🚨 But don’t forget that your customer/client is the hero of this story, not you.
How to talk about your offering in a way that doesn’t make you the hero
It’s common for folks to spend a lot of time praising their product/service/etc. on their website, and while this isn’t always a problem, it can sometimes cross over into the realm of tooting their own horn. 🎺 If you’ve ever read sales copy and thought to yourself, Wow, someone really thinks they’re all that, then you know what I’m talking about.
While it is important to make sure your website visitors understand what you’re offering and its benefits, you don’t want to make your product/service/etc. the hero.
The happy ending is the key 🌅
So how do you sell your stuff without sounding too full of yourself? The answer lies in that happy ending you envisioned for your ideal customer:
- What is your product/service/etc. going to change for your customer/client?
- What is it going to enable them to do or achieve?
- What are they going to gain or get back?
Once you’ve answered those questions, you should know the way to talk about your offerings without centering yourself. Describe what you’re offering in a way that paints a picture of your website visitor in the future, enjoying their transformed life. In the end, the customer/client equipped with your product/service/etc. is the solution to the problem.
A business that sells a product ☕️
Here, we might think about one of our pain points—things often interrupt your enjoyment of your coffee—and look at the flip side. There’s a reason you attend to other things and let your coffee get cold, and it’s because those other things matter to you more. So the happy ending is that you can do both without having to sacrifice one or the other.
With a self-warming coffee cup, you can be there for the ones who need you and enjoy your coffee.
A business that sells a service 🏄
Maybe we focus on the emotional state that the person is in: frustration or feeling inadequate. No one likes to feel this way, and it often entirely eclipses any positive feelings. So maybe the solution should resurrect some of those good emotions. 😊
You’re amazing for wanting to learn to surf, and you should have the support you need to succeed!
An organization that doesn’t sell anything 😸
Everyone likes to be praised or believe that others think well of them. You can use this to encourage development or growth.
You’re a great cat parent; become even better.
Remember that a section that talks about the solution doesn’t necessarily have to go through every single feature or detail. This is especially true if you’re working on a website that is a single page (like our Quickstart One Page Website). You’ll want to dedicate a section to agitating the pain points and then you’ll want to follow up with a section that offers the solution, but you’ll most likely want to use that space to describe your product/service/etc. Going right to a pricing table or purchasing tool can feel a bit like jumping the gun to your visitors: they are feeling the pain point, but they might still need to be convinced that you’ve got the solution.