Are You Tuned to WIFFM?
Are You Tuned to WIFFM?
Are You Tuned to WIFFM?
When a prospective client is talking to you, reading your newsletter, scanning your website, you can be sure that he has Radio Station WIIFM running through his head.
Let's face it - customers don't really care about you and your company. Clients care about themselves.
They care about WIIFM (pronounced wiffum) = What's In It For Me?
Initially at least, they don't care how long you've been in business or how wonderful you are. Until they know what you can do for them, they're unlikely to want to know anything about you. Sounds harsh, doesn't it? But it's the cold, hard truth.
WIIFM is the biggest question in a prospective client's mind.
Yet we spend a lot of our time talking about ourselves, our products, our services and trying to impress with our level of expertise. No wonder "glazed-eye syndrome" kicks in i.e. the listener's eyes glaze over because he's really not interested in what you're saying or what he's reading.
Instead we need to appeal to the reader's self-interest and let him know why it's of benefit to him to buy your products or services.
Does what you're saying or writing appeal to WIIFM? Your words must be full of benefits to the potential consumer. Focusing on their needs, wants and problems will let them know that you understand them and will begin to create a compelling reason for them to consider buying from you.
If you're marketing to businesses, let them know how your product or service will help their business. Will it reduce or control costs, boost productivity and increase revenue? Add into the equation that it's not a "company" that's buying, it's an individual within the company. What are the benefits that go beyond what the company gets? Let him know how your service or product will make his job easier, help forward his career, make his boss look good, or solve his bosses' problems.
The same approach applies when marketing to consumers. Let the consumer know how your service or gizmo will solve his problems, give him what he wants and improve his life.
It doesn't take much to shift to a benefit-oriented perspective. Simply imagine yourself in the shoes of your prospect using the product or service you're selling and imagine the benefits you would get from it. It's as easy as that!
Maggie Dennison provides street-smart marketing and writing solutions for sole entrepreneu
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