This Is Not An Orange (Words Matter, Part II).
One of the challenges of marketing is learning how to articulate the value of what we’re offering. Sometimes we’re so immersed in our work, we stop seeing it as all that special. We’re just so used to something that we stop seeing how amazing it is. —And if we can’t communicate that amazingness to others, we’re training them to see it as “meh”, too.
Words matter. I was trying to help a client understand this concept, as she had written a fairly… okay description of a terrific course she’s launching soon. I asked her, “Which scenario will make you want to buy this orange?”:
“Here. This is an orange. It is good.”
Or…
“This is a juicy, delicious fruit. It’s a little packet of fiber and nutrients, as sweet and energy-boosting as candy, but without any of toxic, processed sugar or chemicals. It comes in self-contained, compostable, eco-friendly packaging that you can just peel off and throw away without harming anyone.
“It also has a plethora of uses. Its oil lovely scent that has relaxation benefits, and because of it’s vibrant color, it is often used for decoration. It’s also a staple in thousands of recipes throughout many different cultures, including marmalade (most notably loved by beloved character Paddington Bear). It’s also a handy projectile, and for years throwing it was an accepted way to communicate one’s displeasure at the entertainment on stage.
“This little handful of goodness has a rich history, from its origin in ancient China to becoming the most cultivated fruit in the world. It’s the only fruit with a color named after it!
“It can be sliced, squeezed, frozen into concentrate for later consumption, or eaten in sections— all of which are satisfying, new ways to experience this remarkable phenomenon called the orange. Would you like to buy this orange?“
Which version makes it more likely that you’re going to not only want that orange, but happily pay a premium price for it? Which version do you think will make it more likely you’ll thoroughly value and get the most out of that orange once you’ve invested in it?
I want you to think about one of your offerings: it could be a service, a product, or skill that you sell. Spend some time thinking of all the myriad ways you can describe it ,or illustrate the value of every little component of the offering.
Squeeze out every single description of features and benefits that you can possibly think of.
Think of every single way that it is different or unique from similar offerings.
Think of what’s interesting or valuable about the process of using or implementing it.
Address the larger context of it, historically, culturally, or in terms of the impact it’ll have on the larger community/world if people use it.
If it’s too hard to do this with your business offering (as I said earlier, sometimes we’re just too close to our work), you can start by doing this exercise with a nearby object (a desk chair, a pen, a cup of coffee, etc.).
When you add up all those pieces and components and valuable or interesting qualities to your offering, you’ve got something pretty valuable, huh? And now you’re ready to communicate its value to others.
The words you use matter. Reply and tell me how this exercise has shifted your view of what you offer.