A lot of people who are experts in “what I do” can’t always translate the features of their work into benefits to their customers.   It’s not necessarily all that easy to put into words the end value  that your customers are really paying you to deliver.

In the case of one small business bookkeeper, what she does is receipt management and transaction data entry.  But what’s the value to her customers?

• They get back time – time to eat dinner with their kids or have a date-night
• They get to eat meals on a kitchen table not covered with paper
• They get their finances under control so they can keep up their mortgage payments

But how to do you make that shift in your message?

A key resource for your website copy is your testimonials and your stories – that’s a great place to mine for the underlying value that your products and services.

They’re also a great place to study language – to learn how to voice your value using the words your customers use about you.   They can provide a way for you to make the jump from “what we do” to “what our customers love”.

So if you’re not happy with the words you’re writing, dig out your testimonial collection and explore how you could leverage your customers’ words.

It may not always feel comfortable if you were programmed not to “boast” as a child.  However, if your existing customers love you, it’s important to tell prospective buyers what’s in it for them.