Sales and customer contact
Explaining your offer clearly, in your customer's language
If customers don't get what you do, they don't buy. AI helps you explain your offer in your customer's words, not your own jargon.
5 min read
Many small businesses describe their offer the way they see it: technical, exhaustive and full of jargon. Customers mainly want to know what it solves for them. AI is a good sparring partner for making that translation.
Start with the customer
First describe who your offer is for and what problem that person has. Then ask the AI to rewrite your current explanation starting from that problem. The difference is often striking: from "We deliver integrated solutions" to "Your invoices land in your accounts automatically, with no retyping".
Three exercises with AI
1. Your offer in one sentence. Ask for ten versions of one sentence that says what you do and for whom. Choose one and refine it yourself.
2. The questions of a hesitant customer. Ask the AI to put itself in the shoes of a customer who's unsure and list the questions they'd ask. You'll discover what your explanation is missing.
3. From feature to benefit. Give a list of features and ask of each: "and what does that mean for the customer?" Check that the benefits are accurate and not overstated.
Watch out for
- No empty promises. AI happily writes "save up to 50 per cent" or "the best in the region". Use only what you can back up.
- Does it still sound like you? An explanation that reads beautifully but doesn't match how you talk won't work on the phone or at a trade fair.
- Test it on real people. Read your new explanation to someone outside your sector. Do they get it in ten seconds?
Exercise
Your answers stay only in this browser.
Prompt to copy
This is our offer: [description]. Our customers are [who] and their biggest problem is [problem]. 1) Write ten versions of one sentence saying what we do and for whom, in plain language. 2) Turn our features into benefits for the customer. 3) Give five questions a hesitant customer would ask. Don't use any figures or superlatives I haven't supplied.
