In a Professional Statement, one of the essential tools is Your Professional Benefit – or what someone gets from your solution. Why do they care about your solution? How does it benefit them? The professional benefit is the “hook” to what you do – it focuses on the audience and what is in it for them. Here are some tips on how to maximize your Professional Benefit.
Results Driven
Your professional benefit should focus on results, and it can be functional or emotional.
Take a product like whitening toothpaste. The solution is that it makes your teeth whiter, but the benefit is more confidence, looking your best on the big day, being more attractive, etc. Most product and service marketing focuses on the benefit instead because this is what really drives people to make a decision. Some people may think that the benefit is the whiter teeth, but that is simply the solution. The benefit is much deeper.
Here is a real estate example. Remember, each professional solution provides different benefits.
- I sell homes quickly
- So you have less stress
- So you can get into your dream home quicker
- To minimize disruptions in your life
- So you have less uncertainty
As you can see, even with one solution, there could be a few different benefits. It is helpful to think in terms of your target audience to understand what professional benefits are most important to them.
Power Tip:
To get to an impactful benefit, it is often helpful to brainstorm the different benefits that your solution generates and choose the one or two that are most meaningful.
Be Specific
Try to make your benefit as specific as possible and make sure that it is a reasonable outcome of your solution. For example, if I said I provide digital marketing training to help people live their dream life, that might be a bit of a stretch. “Better results faster” is more specific and related to my solution.
Show Uniqueness
Your benefit can be a way to set yourself apart from others and show how you are uniquely you. Try to think of the specific ways that you are different from your competitors.
Action Item:
Craft your professional benefit that describes the benefit(s) that people get from your solution. Try to limit yourself to 1-2 to stay focused.
What is the benefit from what you do? _______________________.
(professional benefit – what is the benefit that someone gets, what is unique about you)
The is taken from an excerpt of “Launch Yourself”, by Krista Neher. For your free action planner and bonus resources, visit www.LaunchYourself.com/book.
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