Did You Wake Up this Morning Thinking About this? Well did you?
Wake up this morning thinking about J.R. Smith & Associates? They are one of the better builders where I live. So did you wake up thinking about them? Why not?
They do great work. Everyone raves about them. Lots of successful and beautiful new homes and renovations… strong guarantee, great logo and corporate branding, always seem busy. Can’t fault them.
So why didn’t you wake up thinking about them?
There are two answers to this question, one obvious and the other contains a powerful marketing lesson for any business. First, the obvious one.
You didn’t wake up thinking about them because you’re not looking to build or renovate, or you don’t live in my area and therefore don’t even know they exist and have no interest in them. Fair enough too.
And the second? This runs so much deeper and you must really “get” this as a business owner and marketer of your products or services.
We don’t care! “We” being the marketplace.
This is not a comment on the ills or otherwise of society but is a statement of fact. People are self-absorbed, busy, selfish time poor creatures. Period.
And you want to sell them something?
No one cares if you’ve been in business for 20 years and your experts have been servicing the local area for blah blah blah… All your market cares about is themselves, so your marketing must focus on THEM and not YOU.
W.I.I.F.M. – What’s In It For Me needs to be the acid test for every ad, mailing, email you create for your business. If your prospects can’t immediately see what’s in it for them they’ll turn the page, bin the letter or click delete… sale lost. So remember WIIFM, it forms the cornerstone of effective marketing yet it is so often lost to the time-poor business owner juggling a million and one things at once who wonders why their advertising isn’t working.
Don’t be one of them!
Of course, WIIFM is just one piece of the puzzle, next you must stand out from all the clutter out there but that’s a discussion for next time.
Remember WIIFM… apply it to everything you do and watch your responses soar.
Copywriter and Marketing Strategist
Steve Plummer is one of Australia’s highest paid and in-demand copywriters and is the personal copywriter for Australia’s “Millionaire Maker” Mal Emery. Steve’s marketing and writing savvy have resulted in hundreds of thousands of dollars in extra sales for many happy clients. Follow Steve’s blog at StevePlummerOnline.com