Why Benefits Matter Most in AEC Content Writing
Posted by [email protected] on Oct. 10, 2024 / Membership, Education / Subscribe 0
Architecture, engineering, and construction (AEC) industry marketers are in a constant struggle to communicate their firm’s value. With so many companies offering similar services, showcasing the features of our firms may seem like an obvious way to convey value.
But it's the benefits that resonate with clients on a deeper level. Benefits address your client’s needs, desires, and pain points. By understanding the power of benefits-driven messaging, you can differentiate your firm and develop meaningful connections with clients.
Understanding the difference between features and benefits.
"Features" are the characteristics or functions of a service. They are attributes. The description of what your firm does, how long your firm has been in business, where your firm is located, what kind of clients you serve.
Features don’t sell.
"Benefits," on the other hand, are the outcomes clients gain from those features. Benefits tell the client how your firm’s features solve their challenges or bring their vision to life. Benefits speak to a client’s emotions, and that is what will drive them to act.
How to identify and highlight the benefits of your services.
How many of us use narratives in our proposals that say how fabulous our firm is?
Our firm is an expert in engineering.
Our firm is a national leader in architecture.
Our firm has planned and designed more than 100 mixed-use developments.
Our firm has been a leading provider of construction services since 1980.
Any firm can say they are experts so that means little to your clients without explaining how this expertise benefits them.
An easy we to identify a feature vs benefit is to ask yourself “so what” or “why should I care”.
For example, “We are an award-winning architecture design firm committed to creating unparalleled designs.”
So what?
“To create environments that are truly memorable and inspiring.”
“Our approach brings together the capabilities and services of our in-house architects, interior designers and engineers.”
Why should I care?
“To reduce risk and ensure efficiency throughout the design and construction process, keeping your project on schedule and budget.”
“Our firm is ranked as one of the top engineering firms in the country.”
So what?
“Thanks to our rigorous quality assurance processes that ensures our work meets high standards.”
Creative ways to incorporate benefits-focused content into your content.
Incorporating the benefits into your proposals, website landing pages, blogs and social media posts doesn’t require a rewrite of all your content.
- Headlines A benefit-driven headline will get your reader’s attention and encourage them to read more.
- Call-out boxes Like a sticky note, call-out boxes stand out to readers. Highlight short, impactful information or a quote from a client by using a call-out-box.
- Photo captions Statistics show photo captions are one of the most read parts of a proposal. Don’t waste that opportunity by just stating the name of the project!
- Cover letters, which deserve a blog of their own, are the perfect place for benefits. Cover letters are your first chance to stand out and make an impression. Don’t just tell the reader your firm has 30 years of experience designing highway intersections.
Yawn.
Tell your readers that for over 30 years your firm has developed a valuable relationship with DOT and other regulatory agencies. These relationships are grounded in trust and effective communication, ensuring that projects remain on schedule and within budgetary constraints.
It's crucial to cut through the noise and speak directly to what truly matters to clients - the benefits they stand to gain by hiring your firm. Incorporating benefits-focused content into your communications is the key to standing out.
So, the next time you craft a proposal, blog, website landing page or social media post, ask yourself “so what?” Remember it's not just about what your firm does, it’s how your firm benefits the clients that truly sells.
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