01 Jun WIIFM?
Though it may look like the call letters for your local radio station, answering the acronym WIIFM is actually one of the most surefire ways to create a successful marketing campaign in 2016. But, what does it mean? And how does it affect my marketing?
“What’s In It For Me?”
The phrase itself may sound off-putting, or even a bit arrogant, but the question ‘what’s in it for me?’ has always been at the front of your client’s mind, especially if your client is considering the large expense of buying or leasing a home. And in today’s busy world, where marketing infiltrates almost every aspect of life, you need to find a way to simultaneously impress your audience and make their life a little easier to impress them. By cutting through the industry lingo and so-called ‘hard sells’ to offer an answer to a question they haven’t even asked yet, your messages go from just another flyer/facebook post/billboard, to a brand and product they want to know more about.
Your Client Knows You Better Than You Think…
If you have done great things with your company – exponential growth, impressive awards and industry recognition – it’s natural to want to share that information with your potential clients. However, chances are that a serious buyer has already Googled your company and read all of those press releases and articles written about your achievements. They’ve also Googled your competition and found that many of your competitors have also done all of these great things. In the pre-Google days, advertising your achievements informed, impressed and drew in your clientele. But these days, when nearly any information can be accessed from a smart phone anywhere in the world, you’re trying to pique your client’s interest by telling them something they already know. When you’re answering the WIIFM question you’re giving yourself the opportunity to tell your clients something new and something they can’t necessarily find on Google, the benefits of buying your specific product.
More About ‘You’, Less About ‘Me’
Practically, how do you shift your marketing strategy to answer ‘what’s in it for me?’? Put yourself in your buyer’s shoes and take a good look at your messaging. Look at ads, social media, website, everything – across all of this information, how often are you talking about the benefits your product will provide versus the merits of your products or your company? In an even simpler analysis – how often are you using phrases like ‘At <Company Name>’ or ‘We’re Proud to Announce’ versus phrases like ‘Imagine Your Home…’ or ‘Making it easy to…’ By simply changing the focusing of your messaging from ‘Me’ to ‘You’, you’re well on your way to a successful marketing campaign.
Need help with your marketing strategy, not sure how to answer WIIFM for your clients? Let Idea Associates help! Click here to visit our website.
“question” (CC BY 2.0) by tj scenes