When I tell potential clients about what I do, I tend to focus on features, as it is relatively easy to describe what I do. I provide writing and editing services and support. I have experience with writing and editing different types of documents. I can describe the different types of editing. What I need to do is focus on the benefits – what the client will get out of hiring me to provide the required service.
To pay more attention to benefits, make a list of features, and then the benefits of those features (and then, if possible, the benefits of the benefits, etc. until you reach the most ridiculously extreme benefits). You can also identify one principal benefit that you can focus on in your marketing.
Feature – Editing services (proofreading, copy editing, structural editing, stylistic editing, rewriting, indexing)
Benefits – Ensure that your sales and marketing materials (and your company’s message) are clear and accurate
– Allow your employees to focus on their jobs instead of trying to edit every document that leaves the office
Feature – Writing services, including press releases, website content, articles, sales and marketing material, educational/training documents
Benefits – Your company’s content will be clear, clean, easy to read and complete
– Your company will receive greater publicity from well-written articles
Feature – Project management and consulting services
Benefits – Allow an external resource to manage your projects without tying up employee time
– Develop new information products and content that will draw customers to your business
Feature – I provide writing and editing services, solutions and support
Benefit – Gain security from working with an experienced professional who will ensure the accuracy, clarity and integrity of your message
What are your company’s best features, and what are the benefits to your clients? Let me know – firstname.lastname@example.org.