Whether you realize it or not, your preferred station is WIIFM – What’s In It For Me? The genre doesn’t matter and you couldn’t care less about the DJ because all you REALLY wanna know is what’s in it for you. My question is, as a business owner, what makes you think your potential customer is any different?
Too many times we see business owners who believe they have found or created this great product or service that is going to change the world, and they market it as such — “… this handy widget will change the world!” They talk about the material that’s used to make it, where the factory is located, how many layers of steel it’s comprised of, blah, blah, blah. What they fail to say is how the widget will change the consumer’s life. Why can’t they live without it? What problem does it solve? Products that are marketed with the end user in mind rarely spend too much time on the shelf. There is a benefit to sharing the intricate details about what makes your product/service unique. But, there needs to be balance. Make sure the scales are weighted on the side of the consumer.
Sometimes it seems that somewhere along the way we lost our desire to serve in this game called capitalism. Running a business is your opportunity to serve, regardless of the industry. If you want to attract and retain customers, you have to make them happy. When you delight your clients, they will reward you with repeat business and recommendations.
So, the next time you’re writing marketing copy for one of your products, think about the features that a potential customer might find appealing instead of all the things YOU think are cool about your product. No one loves your baby like you do, and that’s ok! Share the benefits that will appeal to others and they’ll sing along when your song comes on WIIFM!