After a neighbor and friend of mine living in the condo two doors down from me bought a larger unit in our association, her realtor began preparing her prior unit for sale. It’s been fun watching the process!
A crew came and tidied up the outdoor space, taking out unwieldy plants, laying down mulch within neat new wooden borders, and placing various pots of colorful mums. Another person came and power-washed the back deck, leaving it virtually unrecognizable from what had been before.
And just by chance, one day after I began chatting with the realtor while out walking my dog, she invited me in to see the condo. She had staged it herself (to stage a home is to bring in furniture, rugs, and various accessories to make it look more like a lived-in home) and I think she was excited to show someone.
Walking through the unit, it occurred to me what a huge difference staging a home can make for a potential buyer. While an un-staged home has only empty rooms, a staged home allows us to imagine ourselves living there.
I’ll say that one more time because it’s important: a staged home allows us to imagine ourselves living there.
At that moment, my marketing mind kicked in and I thought: What can we as business owners do to allow our prospects to imagine themselves in a new place? To imagine themselves where they’ll be after using our services?
It’s a pretty powerful question if you think about it.
So today, I challenge you to think of ways you can allow your prospective customers to imagine themselves in a better place – that place they’ll be with the help of your brilliance and services.
Consider the following examples of website copy to see what I mean:
A private math tutor might write something like:
Imagine your son or daughter being filled with confidence and pride in math class as opposed to dread and uncertainty. Imagine the joy they’ll feel when they realize they do have what it takes.
A financial planner might write something like:
Imagine the security and peace of mind that will come with not just wondering but knowing you’re taking all the right steps to plan for the future you want for yourself and your family.
A web designer might write something like:
Imagine being the owner of a website you can’t wait to show the world. Imagine having a website that so accurately reflects you, people feel like they’ve met you after visiting it!
See what I mean? Our imaginations are one of the most powerful tools we have, and when you speak to your prospects this way, you allow them to step into the vastness of their own.
Have fun! 🙂
