SHOULD YOU TELL PEOPLE ABOUT YOUR QUALIFICATIONS?

The other day I was on a message board for freelance writers.

Someone asked a really great question:

Basically this person had a PhD. In Biochemistry.

They wanted to know if they should tell this to prospective clients.

Would it make a difference in them being hired?

The answer is yes and no.

You see, your credentials and qualifications don’t actually mean anything to most people.

Clients don’t care about your education or the rewards you’ve received.

What they care about is the RESULTS those qualifications are going to get them.

That being said, you don’t have to stay quiet about what you’ve achieved.

Instead, you have to present your credentials in the right way.

Realize they’re features and features are benefits.

What you need to do is frame them in a way that provides benefits to your client.

You do this by:

1. Writing them down.

2. Putting them in context and telling clients how the credentials benefit them.

3. Figuring out what type of clients you want.

4. Displaying credentials that appeal to the type of client you’d most like to attract.

For example:

Let’s say you’re a real estate agent and you’ve won an award for sales.

Don’t tell clients this directly.

Frame it in a way that lets them know the award was given for selling the most houses.

Therefore you should be able to quickly sell their house.

Bottom line?

Clients don’t want to know about your degrees and achievements.

They want to know what you’ve done for other clients.

And more importantly what you can do for THEM.

That’s it for now.

Cheers,

Alastair Walton