Let me guess…
You might have seen websites filled with a full-page content of how they started, who they are, their history, their values, award-winning certificates and whatsoever. Indirectly, they are saying to the visitor “Look, how great we are, so buy from us!”
And the visitors respond with a yawn, not with a sale.
Dude, they never ask this important first question, while writing their website or any of their marketing material,
“What’s in it for the customer?” or from customer points of you
“What’s in it for me?”
When your prospective customer is scanning your website or listening to your keynote session, at the back of their mind, they’re questioning every word and accomplishment of yours with “So what?”
Here’s an example of a digital marketing agency in Delhi itself, who’s homepage is all filled with “me” content :
With its biggest office in New Delhi, India, Xyz Digital is an award-winning, full-service digital agency. As a leading digital marketing agency in the Delhi/NCR region, our core competencies are digital marketing and technology solutions.
We are a group of passionate, young individuals who understand the world of web and mobile technology as their home. We are experts in all forms of Online Marketing & Strategy, including SEO, SEM, PPC, SMM, Email marketing and Social Media Advertising.
After reading their copy, my response: So what? Why should I care? What’s in it for me?
Although they are a digital marketing agency but sorry to say, I see a huge lack of marketing skills after scanning their website.
How to apply WIIFM in your work?
Here’s a simple exercise for you.
When you have compiled your marketing material, at the time of proof-reading, after each paragraph, pose a question: So what?
And if you don’t have an answer, that means you might have written a fact or merely a feature. Alternatively, why it is relevant to the audience and how they can benefit from it.
And translate facts into benefits.
In the above example, Instead of telling my digital marketing accomplishment, I should have easily written:
We at xyz digital helps you generate more leads, more sales and more profits.
That’s it. No B.S. No long story. Just a quick big benefit relevant to my audience.
My friend, marketing is all about seeing the world from your customer's shoes. Whether you are writing a website copy or creating an advertisement campaign, It's true everywhere.