We live in a “me” generation. It’s all about us and the WIIFM factor. We constantly want to know, what’s in it for me? Unfortunately, too many companies don’t understand that, when it comes to marketing, it’s not all about you; it’s about your customers.
Customer perception defines who you are as a brand. Your WIIFM factor is the key to your USP, as well as your marketing message. You need to know the tune your radio station, WIIFM, is playing. And if it’s not yet about your customers, you have a little work to do to move the dial.
Laundry Lists Are Great for Tasks, Not for Marketing
No doubt you’ve been to a networking event and heard a laundry list of every little thing someone else does. Whether it’s in their commercial or in answer to the question, “What do you do?” invariably someone will start listing all of the things they do. It’s tedious, boring, and will drive people away. UPS even made fun of the approach in their 2019 Super Bowl commercial.
As the commercial points out, when you start listing all of the things you can do, people lose interest—quickly. No one wants to hear all of the things (or in the commercial’s case, -ings) you do in your business. These are your features. As a take on an old saying: Features tell; benefits sell.
Save the laundry list for your to-do items. If you want to list everything, put them on your website as different service pages. Don’t use this as the crux of your marketing.
Focus on Benefits First
Benefits are why people buy from you. They differentiate you from the competition and showcase why your brand, product, and service are better. If you’re not sure of the benefits you provide, consider this exercise:
At first, you might think that these are the same things. Obviously, if you sell cars, people are buying cars from you. Right? Well, yes, that’s right, but challenge yourself to think more broadly.
See the difference?
Your Benefits Share Your WIIFM Factor
Let’s look again at the WIIFM factor and how your benefits clearly articulate what’s in it for your customers. Sticking with the car example, the WIIFM isn’t that you’re selling a car. Lots of people sell cars. But if your car is more cost effective, more comfortable, gets better gas mileage, is in limited supply, or has the “cool” factor, that’s what makes customer choose yours over the competition.
How can this work in your business?
If you haven’t previously considered what you’re selling vs. what your customers are buying, it’s time to do that. Because that’s where your differentiator lies.
How Can We Help?
If you’re not sure of what your benefits are for your product, service, or brand, Ink & Quill Communications can help. We start with defining your target market, and then we get to the heart of your unique selling proposition and benefits. With all of this, we create strong messages that we then integrate across various media to reach and engage with your market.
Let’s schedule a brief call so we can learn more about each other and see if we’re a fit.