We know what marketing is all about don’t we? It’s about getting people to buy your product or service.
So, we load up our day with thinking of more and more inventive ways to get our product in front of the customer – “buy me” we cry. But what most of us forget when we make this cry, is that people don’t buy because they want your product. People buy because they need something your product can give them.
The most important acronym in marketing that we must heed is “WIIFM.”
It stands for “what’s in it for me?”
People don’t want your product or service – they want what your product or service can do for them.
And yet, we stand there telling people what our product is made of, and how it works. These are merely features.
We need to talk about the benefits, what’s in it for them if they buy your product.
Watch this video and then read on to get the free Features & Benefits Worksheet.
Remember people don’t care if you tell them what your product is made of:
“It’s made of steel.”
“We employ the most qualified lawyers.”
“Our accounting software is available online.”
They don’t even care if you tell them the “how” of your product:
“The steel is tested over 1,000 times in our factory.”
“Our lawyers spend extra time looking at each clause than others.”
“Our accounting software is easy to use.”
What they really care about is what’s in it for them – what need does your product meet?
“You will never break this in your lifetime.”
“You can sleep at night once you’ve signed one of our contracts.”
“You can take less than half the time you now take to do your books.”
People don’t buy what your product is made of or how your product performs – these might help persuade them – but what they really buy is how they can eliminate some pain, or gain some pleasure if they buy your product.
So get your free download here – the Features and Benefits Worksheet, and work through it to see what benefits each of your features could mean to your customer – then tell them what’s in it for them!
If you really want to make a real difference in your marketing and get increased return on investment on your marketing dollar, you need to work through a really focused marketing plan targeting your ideal customers. Check out my SMART Marketing Program which takes you through 7 easy steps to hone in on your ideal customer, and present them with marketing messages which meet their needs.