Hard truth, but unless you’re a trauma surgeon or Medivac pilot, your work is probably pretty dull. Yes, even YOURS.
It’s bad enough that certain industries are stereotyped as stuffy and dry, but then you get online and prove it. And on a global scale.
Law and accounting are the first two examples I can think of (besides insurance that is). Any of my regular readers know how fascinating I think my industry is. But, I’m certainly in the minority. Most people would rather swim in a pool of sharks with a big thick steak strapped on their back than think/talk about insurance. I know. I get it.
Here are some of the worst offenses I’ve seen recently (chip in with your examples as well):
- “If you want the best (blank) in (location), you’ve come to the right place.”
- “Looking for (product/service)? We’ve got it.”
- “We offer (blank), (blank), (blank) and (blank).
- We’ve been in business for (insert number) of years.
- Our professionals have (insert number) of years experience. – a tip here: if you have a combined 800 years experience, don’t include that number. It just looks stupid and totally unbelievable.
Total and complete BARF-A-Roni on a plate. The problem with posts like this is you aren’t telling them anything useful. You’re not telling them WHY these statements are important or why they matter.
People want solutions to their problems. They want to know how you or your product are going to help solve their problems. That’s it.
Humans are selfish by nature. Sorry, but it’s true. People always want to know “What’s In It For Me?” If you don’t tell them, they’ll move on to someone who will.
So provide the answers they’re looking for.
You can read how I implored my fellow insurance folk to not make these mistakes in a prior post, but have since realized I didn’t really provide concrete solutions- actionable steps if you will. I touched a nerve and brought a problem to the surface, but didn’t provide a way to solve the problem.
So, I’m fixing that here. I’ve provided several examples below of how you can answer peoples questions/solve their problems AND still communicate what you do. They are yours to use. PLEASE feel free to steal these and change them for your own needs. Keep in mind I’m just typing these as they fly out of my head, but I think you’ll get the idea of what I’m going for.
- If their problem is lack of time (and let’s face it, who DOESN’T have that problem?), then say, “Hate spending your valuable time on (blank)? We’ve got (blank) that will save you time!”
- If the problem is they hate the subject matter (like insurance), then say, “Think (blank) is painful? I can help take that pain away by doing (blank).”
- If you’re in an industry that suffers a negative perception, say “(blank) trusts us with his (blank). Check out what other customers say by visiting our website.” And then link to your testimonials/referrals page.
- Maybe they’re suffering search overload- say “Want one resource for your (blank) needs? We’ll do the work for you!”
- Maybe the subject overwhelms them and they just don’t understand- say “Hate (blank)? We’ll explain so you understand.
- Instead of impersonal “big box store” treatment, maybe you truly offer personalized service- so say, “Tired of feeling like a number? Come see us- we’ll call you by name.” How would that NOT make a positive impression?
- Clever advertising overload- you could say “We’re here when you need us. Can your (clever advertising gimmick) say that?”
I’m sure you can think of many more, so would you please share any problem-solution statements of your own in the comments? How have they worked for you? If you’ve encountered any posts that you regard as totally cringe-worthy, then please share those too. The goal is to avoid making the same mistakes. Only by sharing can we truly learn from each other. It’s all about building community- and whether you’re online or meeting in person, the goal is the same.
Bonus tip: I pulled some of the above examples from my agency’s website (Alan Galvez Insurance). I’ve made a firm commitment to address the problems people have with insurance by providing solution statements. Nope, it’s not perfect and always a work in progress, but feel free to take a look.