WIIFM. You may have heard of it, but then again maybe not. WIIFM stands for “What’s in it for me?”
Ok, so it isn’t really a radio station, but it’s a good way to remember the acronym ☺
I’m sure you’ve seen advertisements that basically say, “I’m the best ever! Give me a call and I can fix anything for you because I can do anything!”
While those commercials may attract some people, most people aren’t going to care about how much you know or how long you’ve been in the business. They care about what you can do for them.
At Joyco we have fallen victim to this ourselves and have had to learned from it.
Your customers want something. They come to you because they want to know if you can do it for them. If you can’t, they move on to someone else. And so on until they find what they are looking for.
In order to reel in the most customers and maximize your potential you need to present your offerings in such a way that shows them how it will help them and solve their problems.
I don’t mean to make everyone out to be horribly selfish people, but if we are honest with ourselves, we want what we want and there is usually enough competition to shop around until we find someone who can do what we want.
So how do you focus on your customer?
Well, there are a few things you can try to keep the focus on your potential customer.
- Talk to them as if you are talking to one person. This personalizes your message and makes it more compelling.
- You could focus on the benefits of your product or service.
- You could talk about what problems it will solve (kind of the same thing as #2, but not exactly).
The specifics here are for you to figure out, but you get the point I think. Talk about what’s in it for them.
As an exercise, write a script or two without mentioning your company name or the pronouns “I” and “we.” That’s challenging and you'll always want to mention your company name in a real marketing plan. But try it. See how it goes.
For a really deep connection to your audience, tell them what’s in it for them beyond getting your product. Tell them how it will improve their lives, their self-worth, their view of humanity. Going beyond “you’ll have clean floors if you use our vacuum” has done wonders for lots of the big boys in business.
Maybe your product or service boosts self-confidence or helps to mend relationships. If you can have a deeper impact than making more money or repairing wheels then you can build a pretty loyal following.
Keep the focus on your customers and off of yourself and you will make more meaningful connections with your customer.