Terrific Thursday — People Want to Know What's In It for Them
Your customers aren't just asking:
"What do you do?"
They're also asking:
"What does that mean for me?"
That's an important distinction in marketing.
The Problem
Businesses often describe their services using features.
"We build websites."
"We provide marketing services."
"We offer accounting."
"We install HVAC systems."
Those statements explain what you do.
But they don't necessarily explain why the customer should care.
Sell the Outcome
Instead of focusing only on the service, explain the result.
For example:
Feature:"We build responsive websites."
Outcome:"Get a professional website that makes it easier for customers to find you and contact your business."
Or:
Feature:"We provide social media management."
Outcome:"Stay consistently visible online without having to create every post yourself."
The service matters.
But the result is what makes it meaningful to the customer.
Ask the Right Question
Look at your website or marketing materials.
For every major service, ask:
"So what?"
What does the customer actually get from choosing you?
Maybe it's:
⏱️ More time
💰 More opportunities
📈 Growth
😌 Less stress
🎯 Better results
💡 A simpler process
🔒 More confidence
That's what your marketing should communicate.
Quick Action Step
Take one of your services and write down:
What we do → What the customer gets → Why it matters
Then rewrite your description around the customer's outcome.
Pro Tip
Don't eliminate features.
Connect them to benefits.
Your customers need to understand what you provide—but they also need to understand why it matters to them.
Marketing Minute Takeaway
People don't buy features simply because they exist.
They buy because they believe your product or service can help them achieve something they want.
Don't just explain what you do.
Show people what's in it for them.
Want more practical marketing strategies? Download the Digital Growth Playbook and discover ways to turn your marketing into a growth tool.
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