That’s what your potential client or customer is thinking. No, she’s not greedy. She’s smart and realistic. Why would she buy from you, unless she sees something valuable in it for her?
This is such an important marketing concept that it’s often simply called WIIFM.
You may be thinking that this is so obvious you don’t need to be told about it. But look at how you’re marketing yourself. Be honest with yourself, really honest.
Are you telling your prospects what’s in it for them?
Many people aren’t. It feels natural to, for instance, write a website home page that starts by telling visitors what your credentials are (unless you’re a copywriter). But that’s not why they’ll hire you. That doesn’t tell them what’s in it for them.
Compare these two home page openings:
Welcome to the home page of HeartBeat Coaching. Janet Beatrice, CEO and president of HeartBeat Coaching, is a Certified Professional Coach. She has trained with one of the premier…
Are you chomping at the bit to hire me now? I didn’t think so. But you might be inspired to click the search button and look for other life coaches.
That’s because the copy above isn’t about you. It’s about me. And you don’t care about me. Unless you’re my relative or friend, why the heck should you?
Here’s the headline and opening I have now:
Yes, you can build a profitable, soul-satisfying at-home business, while you stay home with your kids. I can help.
Take me up on my free offer, below, and find out for yourself!
You’re capable of so much – whether you believe it or not. I can help you get clarity on your truest goals, then work towards them one step at a time. As you gradually achieve each step, you’ll realize just how much you can do.
Okay, maybe you’re still not chomping at the bit to hire me. But did you notice who this page is about? It’s about you.
You can write about the credentials later, but always start by addressing your ideal clients’ wants and needs.
The moral of the story: whether you’re meeting people in person or writing blog posts and copy, don’t tell people about you and certainly don’t tell them what you need. Tell them what’s in it for them!
I’d love to hear your thoughts on this topic. How do you tell prospects what’s in it for them when they do business with you? What might you do differently based on this perspective?
Next week’s topic is benefits versus features. That will help you tune in even closer to WIIFM.