They care about what you can do for them.
A big mistake when marketing your business is to only tell your prospects the features of what you do (ie. what your business provides) instead of what the customer really wants to know, which is what’s in it for them.
For example, if you’re a hairdresser you may offer your client a $30 leave-in treatment by asking “would you like a $30 treatment today?” and be surprised when the client does not take up the offer.
A more effective approach would be to talk about the results the client will get, such as: “would you like to reduce breakage and have your colour remain vibrant for three weeks longer?”
Because it’s more than likely the client wants this result, you can then open up a discussion around how that can be achieved with a simple $30 leave-in treatment.
It’s a small change of language that has a big impact on results!