Compelling

Like your headline message and value principles, each framework element should relate to a problem experienced by your ideal client, and convey the benefit of adopting it.

If you’re keen to demonstrate features of your solution, framework elements is a good point in your prospect’s journey to convey them.

This leaves your headline message and value principles free to remain benefits. Benefits are positive outcomes of choosing your approach, while features are functions of your methodology. Benefits are more likely to help you connect with your ideal client; features can then help get you over the line versus your competition (but only if you’ve managed to connect in the first place). Research shows that focusing on beneficial outcomes is more customer-focused than promoting features, and that higher value clients are more likely to be trying to achieve their overall objective than fulfil a feature list. Features can play an important role in reinforcing the credibility of your benefit-focused headline message and value principles, and here in framework elements would be an appropriate place to convey them.

There is no requirement for your framework elements to list features rather than beneficial outcomes, only that if you wish to list features, this is the appropriate point in your prospect’s journey to convey them.

When conveying features, be sure to write them to still be benefit-focused, with the customer’s perspective in mind, and in succinct plain-English.

Read all steps for adaptability