Writing Effective Verbal Benefits Statements

This information is a follow up to the article entitled "What Do You Do? Using Positioning to Attract Ideal Clients" which ran in Steve Moeller's, Effort-Less Advisor newsletter. Click here to register for the free newsletter.

How can you get started writing effective verbal benefits statements? First, write out the results that people achieve using the product or service. Don't focus on the product or service itself, just tell them how they will benefit. Think in terms of your clients' needs, wants and desires. What do they want that you provide the solution to? Write down twenty results. Then write the following statement and fill in the blanks with some of the different options:

"I help ---------- (successful, retired) people to make smart choices about their money so they can ------- (have more fun, play more golf, spend more time with their family.)

When you narrow it down to a few, run them by your favorite clients and watch and listen to how they respond. If it falls flat, you'll know. When you start hearing "oohs" and "ahs," you know you've found it.

Here some other sample verbal benefits statements to get you started:

I help business owners make smart choices about their retirement plans so they can minimize administrative and regulatory headaches

I help affluent dentists become wealthy dentists.

I help investors achieve peace of mind and avoid costly mistakes with their money.

Here are some guidelines for creating an effective verbal benefits statement:

If you can develop a verbal benefits statement that meets all six of these criteria and is well-received by your favorite clients, you'll be well prepared the next time someone asks, "What do you do?"