How to Attract Clients Who Actually Want What You’re Selling

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You know that feeling when you’re staring at your website or trying to write a social media post, and you just… freeze?

You know what you do.

You’re good at what you do. But when it comes to putting it into words that make people actually want to work with you?

That’s where things get tricky.

Here’s what I see happen all the time: business owners list everything they offer—the services, the packages, the features—and then wonder why people aren’t biting.

They’re putting all the information out there, but something’s missing. The connection isn’t happening.

Let me be real about something.

Your ideal clients don’t care about your features. Not yet, anyway. What they care about is whether you can solve their problem, ease their pain, or get them the result they’re looking for.

By the end of this post, you’ll understand the difference between features and benefits, and more importantly, how to talk about your services in a way that makes your ideal clients say “yes, that’s exactly what I need.”

Why Nobody Cares About Your Features (Yet)

Here’s the thing about features…

They’re about you.

Benefits?

They’re about your clients.

Let me break this down.

Features are what you offer—the specifics of your service, the deliverables, the “what it is.”

Benefits are what those features do for your client—the outcomes, the feelings, the “what it means for them.”

Think about it like this. When you’re shopping for a new phone, the company can tell you it has a 12-megapixel camera (feature), but what makes you want it is knowing you’ll finally take photos that don’t look blurry when your kid is moving (benefit).

Your clients are the same way.

They’re not sitting around thinking “I need someone who offers 60-minute sessions” or “I need a business with a 5-step process.”

They’re thinking “I need to feel less stressed” or “I need my business to actually make money.”

The empathy gap is real.

You’re excited about what you offer because you built it, you know it works, and you’ve seen the results.

But your potential clients?

They’re just trying to figure out if you can help them with their specific problem.

Let me give you a real-world example.

Feature – “I offer 60-minute deep tissue massage sessions”

Benefit – “Walk out feeling like yourself again after a week of stress and tension”

See the difference? One tells them what you do. The other tells them how their life gets better.

How to Turn Your Features Into Benefits

Every single feature you offer has a benefit hiding inside it. You just need to ask the right question to find it.

The magic question is “So what?”

Or if you want to be a bit more client-focused, try asking “What does this actually mean for my client?”

Here’s how this works in practice. I’m going to walk you through examples across different types of businesses so you can see how this applies to what you do.

Business Consultant Example

Feature – “I provide quarterly strategic planning sessions”

Ask “so what?” – Okay, but what does that do for them?

Deeper layer – It helps them stay focused and not get overwhelmed by everything they think they should be doing

The benefit – “Get clear on exactly what to focus on each quarter—no more spinning your wheels on tasks that don’t move the needle”

Bakery Example

Feature – “We use organic, locally-sourced ingredients”

Ask “so what?” – What does that mean for the customer?

Deeper layer – The food tastes better, it’s healthier, and they’re supporting their community

The benefit – “Taste the difference fresh, local ingredients make—while supporting the farmers in your own backyard”

Graphic Designer Example

Feature – “Unlimited revisions on all design projects”

Ask “so what?” – Why does that matter to them?

Deeper layer – They don’t have to worry about being stuck with something that’s not quite right, or paying extra to fix it

The benefit – “Get a design you absolutely love without the stress of ‘what if I want to change something’”

Financial Advisor Example

Feature – “Comprehensive retirement planning with annual reviews”

Ask “so what?” – What’s the real outcome?

Deeper layer – Peace of mind that they’re on track and won’t run out of money

The benefit – “Sleep better knowing you’re actually prepared for retirement—not just hoping it’ll work out”

See how this works? You’re taking what you do and translating it into what it does for them.

Why This Matters for Attracting Clients

When you talk about benefits instead of just features, something shifts.

You’re speaking directly to your ideal client’s needs, and they feel seen.

Benefits connect with emotions and pain points. And equals you attract clients that you want to work with and who want to work with you!

When someone reads “sleep better knowing you’re prepared for retirement,” and they’ve been lying awake at night worried about money? That hits differently than “comprehensive retirement planning.”

This is how you stand out in a crowded market. Not by what you do—because let’s be honest, there are probably other people doing something similar.

But by how YOU help. By the specific outcomes YOU deliver. By showing people YOU understand exactly what they’re struggling with.

Let me show you what this looks like in practice.

Before (feature-heavy)

“I offer one-on-one coaching sessions, customized action plans, and email support between sessions. My signature 6-month program includes weekly calls and a comprehensive workbook.”

After (benefit-focused)

“Finally stop second-guessing every business decision. Get the clarity and confidence to move forward with a plan that actually fits your life—not some cookie-cutter strategy that worked for someone else.”

Both descriptions might be talking about the same service, but which one makes you feel something? Which one makes you think “yes, that’s what I need”?

Where Most People Get Stuck

Okay, so you get it now. Benefits over features. Speak to outcomes. Focus on the client.

But here’s where I see people struggle. Knowing the difference is one thing. Consistently communicating it across your website, social media, emails, and everything else? That’s another thing entirely.

Common struggles I see

• Defaulting to industry jargon because that’s the language you use every day
• Assuming people know what you mean when you use certain terms
• Inconsistent messaging—your Instagram sounds different from your website which sounds different from your emails
• Second-guessing every post because you’re not sure if you’re saying it “right”

Here’s what’s actually happening. Without a clear brand voice, even great benefits can fall flat.

You might nail the benefit in one post, then completely miss it in the next. Or you communicate the benefit, but it comes across as stiff and formal when you’re actually warm and casual.

Or you’re so worried about sounding professional that you strip all the personality out of your words.

The real issue is this. If you don’t have a consistent way of communicating, you’re reinventing the wheel every single time you sit down to write something.

And honestly, that’s just exhausting.

The Missing Piece for Consistent Communication To Attract Clients

Understanding benefits versus features is foundational!

You NEED to know what to say.

But here’s the thing. Knowing what to say is only half the battle.

Saying it consistently, in a way that sounds like you and resonates with your ideal clients? That requires a clear brand voice.

Your brand voice is what takes those benefits and delivers them in a way that feels authentic to who you are (not like you’re trying to sound like someone else), connects with the right people (your actual ideal clients, not everyone), and works across every platform without you having to start from scratch each time.

The benefits are what you say. Your brand voice is how you say it. And both matter if you want to attract clients who actually want what YOU are selling.

If you’re struggling to find the words that feel right, or you’re tired of your content sounding “fine” but not quite like you, that’s exactly what our Brand Voice Blueprint is designed to solve.

We help you define not just what to say, but how to say it in a way that attracts your ideal clients every single time. Because when your message is rooted in your truth and delivered in your voice, everything hits different.

Ready to stop guessing and start communicating with confidence? Let’s talk about creating your Brand Voice Blueprint.