What is the hardest part of “selling” your business online?

 Hint: it is not finding potential clients, or getting more people to come to your site.

 The hardest part of selling for most entrepreneurs is making a shift from merely describing their product or service, to focusing on how it benefits the client.

 If the difference between features and benefits seems subtle, you are not alone! Almost every client I coach has had unlearn what I call “feature-speak.”

 In fact, I am going to admit something embarrassing about my own marketing. I used to fall into feature-speak, too! When asked about what I do, all too often I would say, “I optimize Google AdWords campaigns.”

 Then one day I was challenged to explain why someone would use Google AdWords in the first place. After a few iterations, here is my new elevator pitch: “I help entrepreneurs attract their ideal clients online, by creating profitable ad campaigns on Google.”

 What do you think?

Now, I want you go through a simple exercise for your product. Start out by listing what your product or service does. That goes in column #1. Then, in the second column, explain why your clients should care about that feature.

Here are some actual examples from walking my clients through this exercise:

Feature: Dating conversation do’s and don’ts
Benefit: How not to turn him off by saying the wrong thing

Feature: Our handbags are extremely versatile
Benefit: The only bag you will need, day or night, season after season

Next, start using benefits when describing your business on your website and when you meet potential clients. You will notice that people “get” your message much faster, and become much more excited about what you do.