It’s easy to get wrapped up in our technical knowledge about our products or services. We’ve worked hard to know what we know. We’re proud of that knowledge, and sometimes we forget our customers could care less, most of the time.

Even when we do remember, sometimes it’s hard to resist and we start talking and talking. Then we see our customer’s eyes “glazing over.”

I know that happens to me. If I start talking about writing meta tags, alt tags, keyword volume, word count, SERPS, and the like, I see my listener’s eyes “glazing over.”  

But if I talk about how I got into this crazy world of web writing and search engine optimization, people are interested. Or if I talk about how a company in New York found my client’s small-town California store and hired him to do a job 200 miles away in Los Angeles, people are interested.

Find the interesting things to talk about. Usually, they are the benefits not the features. Yeah, yeah, I know you’ve heard it before. But it’s always good to stop and think, “I know the concept, but how well am I applying the knowledge?”

Am I taking the time when I write a web page or prep an email blast or a social media post to truly think about how my products could benefit the reader? For example …

• This L-shaped sectional couch will seat your whole family plus a neighbor or two for movie night.
• This compact secretary desk looks chic yet complements your home office decor.
• This farmhouse dining room set will take a beating and still look great no matter how many rambunctious kids and teens gather there.

Of course, it’s important to know the features. Some customers will be interested. Just remember to always tie back the features to the benefits.

Easy Web Tip #310: Take the time to truly consider highlighting the benefits when writing for your website, email campaigns, or social media posts.