Why Your Marketing Materials Should Always Answer "What's In It for Me?"
In the fast-paced world of marketing, there's one question that your prospects are always asking themselves—whether they realize it or not: "What's in it for me?" This simple yet powerful question is the key to unlocking more effective marketing materials, and it's something every marketer needs to address head-on.
What Does "WIIFM" Mean?
WIIFM stands for "What's in it for me?" It’s a phrase that captures the essence of what your audience is thinking when they engage with your content. Whether they're reading a blog post, browsing your website, or considering your product, their primary concern is how it benefits them. WIIFM is the lens through which your prospects view all of your marketing efforts.
Why Is WIIFM So Important?
Let's face it—your prospects are busy. They’re bombarded with marketing messages all day long. If your content doesn’t quickly and clearly convey why it’s relevant to them, they’ll move on to something that does. This is where WIIFM comes in. By answering this question, you ensure that your message resonates with your audience, keeps their attention, and ultimately drives them to take action.
How to Answer WIIFM in Your Marketing Materials
So, how do you make sure your marketing materials are answering this crucial question? Here are a few strategies:
1. Know Your Audience Inside and Out
Before you can answer WIIFM, you need to have a deep understanding of who your audience is. What are their pain points? What challenges are they facing? What are their goals and aspirations? By knowing these details, you can tailor your messaging to directly address their needs.
For example, if you're marketing a project management tool, don't just talk about its features. Instead, highlight how it saves time, reduces stress, or helps teams work more efficiently—benefits that are directly relevant to your audience.
2. Focus on Benefits, Not Features
It’s easy to get caught up in listing all the amazing features of your product or service. But while features are important, they’re not what will convince someone to buy. What will? The benefits those features bring.
Think about it this way: A feature is what your product does; a benefit is what it does for your customer. To effectively answer WIIFM, shift your focus from what your product is to what it can do for your prospect. For example, instead of saying, "Our software has a user-friendly interface," you might say, "Our software's intuitive design means you’ll spend less time figuring it out and more time getting work done."
3. Speak Directly to Your Prospect
When crafting your marketing materials, write as if you’re speaking directly to your prospect. Use the word "you" often, and make your content feel personal and relevant. This approach makes it clear that you understand your prospect's needs and that you’re focused on providing them with value.
For example, instead of saying, "Our clients enjoy increased efficiency," say, "You’ll enjoy increased efficiency." This subtle shift puts the prospect at the center of your message.
4. Highlight the Emotional Impact
People don’t just make decisions based on logic—they’re also driven by emotions. WIIFM isn’t just about practical benefits; it’s also about how your product or service will make your prospect feel. Will it give them peace of mind? Will it make them feel more confident or successful? These emotional benefits are just as important as the practical ones.
For instance, a financial planning service might not just promise better investment returns (a practical benefit) but also peace of mind knowing their future is secure (an emotional benefit).
5. Test and Refine Your Message
Understanding WIIFM is an ongoing process. What resonates with your audience today might change tomorrow. That’s why it’s important to continually test and refine your messaging. Use A/B testing, surveys, and feedback from your audience to understand what’s working and what’s not. By staying in tune with your prospects' needs and preferences, you can keep your messaging relevant and impactful.
Conclusion
Answering "What's in it for me?" is the key to creating marketing materials that resonate with your audience and drive results. By focusing on your prospects' needs, speaking directly to them, and highlighting both practical and emotional benefits, you can create content that not only captures attention but also inspires action.
Remember, your prospects aren’t just looking for products or services—they’re looking for solutions to their problems and ways to improve their lives. Make sure your marketing materials clearly show them how you can provide that, and you’ll be well on your way to success.