Beyond Benefits – How Feelings Help Value Propositions Come Alive

A common bit of advice for writing effective resumes is to structure each job description around specific results delivered for the employer or client. This writing principle is sometimes expressed as the acronym SAR - ”Situation-Action-Result” or SPAR – “Situation-Problem-Action-Result.”

By focusing on concrete results, resume writers can avoid the temptation of speaking in generic terms about activities and job descriptions and instead highlight the value provided by their actions. Today’s article will focus on taking results a step further by adding a – memorable – feeling dimension to them.

Translating abstract benefits into easily accessible and concrete terms is a critical step in giving your value proposition(s), hooks and elevator pitch a memorable edge. This is especially important if you work in a field that either doesn’t directly produce tangible work products or whose outcomes may be difficult to mentally translate from one customer to another - e.g. the healing arts, personal training or coaching.

Step 1: What’s in it for them?
As in all effective value communication, it helps to take on the perspective of your customer rather than seeing your product or service from your own (functional) angle. What’s in it for them? Why are they buying your services / why would they want you on their team? Remember, it’s never about the fact that you are great at coding / HR / graphics design / electrical wiring, it’s about the outcome and benefit that your customer derives, for example
- coding = great apps that customers love
- personal coaching = leading the life you want
- HR = happy employees who are great at what they do and can focus on their jobs

Step 2: What do you want your customers to feel?
Even more compelling than customer outcomes are brand promises that focus on the way the product or service will make you feel. Almost all large commercial product brands deliver at least some aspect of this “feeling” dimension.
So, let’s take the benefits above and  add the “feeling dimension”
- coding = great apps that customers love and won’t keep you up at night worrying about tech support
- personal coaching = leading the life you want…you’ll be happy and satisfied with what you see in your mirror, wallet, and home
- HR = creating a workplace that makes you feel welcome and at home

Thinking about what you want your audience and customers to feel after you have delivered your pitch (or presentation) is a great compass for aligning the entire communication around a central, memorable, and effective goal. What’s the “feeling dimension” of your personal brand?

To schedule your free personal branding discovery session, please check the Personal Branding Services page.