How To Make The Benefit Of Buying Your Services More Obvious
If you feel like you’ve spent years trying to dial in your messaging, only to feel like it still hasn’t quite landed, you’re definitely not alone. Being able to articulate the benefit of buying is the No.1 challenge for most of the service based solopreneurs I’ve worked with.
In this article, I’ll explore how to recognise your messaging gaps, how to move from talking about your tools to speaking to your clients' real desires, and how to begin shaping a message that both honours what you want to say and resonates with the people it’s meant to reach.
— In this article —
The Messaging Mistake Everyone Makes
"I don’t care about the client outcome. I just want to do the work with them." This was what one client said in frustration during a group call. It was such an honest share and I understood the frustration immediately. There is a fatigue that comes with trying to shape language around the value of what you do, especially when you’re doing it alone.
But there was something she couldn’t quite see yet. A penny that needed to drop. I asked her to pause for a moment and consider her discussion to buy from me. Did the outcome matter then? Of course it did.
Her decision to buy from me was anchored in the desire for change. She was tired of doing business the conventional way, and because I articulated the outcome so clearly and naturally, the benefit of buying was obvious.
When she sat with that truth, something softened.
And the contradiction revealed itself.
Because the truth is, as buyers, we care deeply about outcomes. We’re always trying to solve something — a challenge, a desire, a question. And yet, when we step into the role of service provider, we often resist speaking to the outcomes our work supports. Instead we focus on our tools, our lineage, our process… and hope the right people will just get it.
The Foundation of Effortless Marketing
Messaging requires you to think differently than you are used to. Instead of focusing on ‘how’ you do what you do, messaging asks you to deepen into ‘why’ people would want to work with you — and to translate that into words they already recognise as their own.
Your clients aren’t usually searching for your process, modality or tools, they’re searching for answers to the tension they’re feeling right now. That tension might sound like: “I need to figure out how to say no without guilt, “Why am I putting on weight when I’m doing all the right things” or “How do I stop second-guessing myself in business?”
Your work may offer deep healing or powerful tools, but your message is the bridge between that depth and the moment your client finds themselves in. It allows them to recognise that what you offer is for them — not someday, but now.
When your messaging is clear, marketing becomes an extension of your presence. It feels less like reaching and more like resonance. That’s the shift that changes everything.
From Tools to Outcomes
Most of us were trained to talk about our work through the lens of the modalities we use in client sessions. We say things like “I breathwork sessions,” or “I’m a somatic coach” or “I guide people through inner child healing.”
But the client isn’t usually looking for a tool. They’re looking for relief, for change, for understanding. They want to feel less insecure in their relationship, more confident in their boundaries, or finally able to exhale in their own body.
This means that your mission is about translating the tools you use into language your people recognise as outcomes they desire for themselves.
Clear Outcomes Make You Discoverable
Discoverability is where you have a marketing ecosystem that works quietly in the background brining aligned clients to your door, while you’re doing other things.
Naming the outcomes of your work is what discoverability is built upon. It’s also what allows your offerings to sell themselves — which means you stop feeling like you have to convince anyone to buy.
If you’re in that in-between space where your message still feels frustratingly unclear to your ideal buyer, know that this is a natural part of the process and an invitation to slow down attend to your message so it lands.
Here are some prompts to journal on:
What are your people really trying to shift when they come to you?
What are they experiencing that your work can transform?
What words might they use to describe that — before they’ve learned your language?
Let your answers percolate and be incomplete. Clarity emerges when it's not being forced.
And if you'd love my eyes on your messaging, you're warmly invited to join Build Your Quiet Marketing Ecosystem. This is where I help you create a steady flow of clients and income — without sacrificing your well-being or having to be consistently visible on social media.
Danielle Gardner
The Quiet Marketer
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