How to get your customers to love you.
Regardless of your business type, you need to have a good marketing strategy at some point. It doesn’t matter if you meet with prospects face-to-face or if you have a completely online business and you never want to speak to them.
When you think of the benefits you have to offer a prospect; there’s one term that should always be at the front of your mind. Why? That is because it is in the front of your prospect’s mind all the time…
WIIFM?
Have you ever seen that term? The fundamental question is number one with all customers: What’s In It For Me?
It doesn’t matter how spectacular your product or service is. When you approach a prospect, they always have the same question: What’s In It For Me?
Knowing this is how people think can dramatically affect how you market your business.
Take a look at your website, social media posts, and marketing materials. Do they let your readers know how your service will improve their lives? Or do you spend most of the time talking about how great your company is?
There is nothing wrong with talking about yourself and your company! But do it to show your prospects how you will make them smarter, happier, sexier, richer, etc.
The WIIFM you focus on may appear to have nothing to do with your product or service. But…it will show your customers how buying from you will make them feel better about themselves.
Here’re some WIIFM examples.
“Having your teeth whitened will make you look younger and healthier. Your prospects will see you as vibrant and energetic. People will want to do business with you.”
“Attending our yoga studio will help you become more centered and relaxed. You’ll be better prepared to deal with daily stresses. Your family will notice and appreciate that you are calmer and happier. That will make everyone in your home happier.”
“Our company is a world leader in financial advising. When you tell people you use our services, they will know you are smart enough to choose the best. They’ll ask you many questions and see you as an expert.”
Understand features vs. benefits
Determining the features and benefits of your business is vitally important. That helps you define the WIIFM in your client’s head.
Features are specific facts about the product or service you have to offer. Benefits are how your product or service will make life better for your customers or clients.
Most people are pretty good at defining the features of their business. But the benefits are trickier. Here’re some examples.
- Feature: We teach your dog the seven basic commands.
- Benefit: After completing our training, your dog will be a pleasure at home. He’ll be safe, happy, and a loving member of your family. You won’t have to worry about him barking all night or running into the street.
- Feature: Our weekly coaching sessions are 50 minutes long.
- Benefits: After each of our coaching sessions, you’ll know exactly what you need to do that week to move forward toward your goals. You’ll no longer feel lost.
- Feature: This necklace has blue and orange beads.
- Benefit: The necklace has both warm and cool colors so that you can wear it with just about everything in your wardrobe. It will become your go-to accessory staple.
- Feature: We’ll do your bookkeeping for you.
- Benefit: We’ll do the tedious bookkeeping work so you can spend your time helping your business grow.
- Feature: Our restaurant has a kid’s menu.
- Benefit: You can bring your five-year-old and enjoy a happy family meal.
Defining your benefits
Most people are pretty good at describing the features of their products or services. When it comes to the benefits, you need to get inside your prospect’s head and figure out what will motivate them to buy from you.
Spend some time thinking about this. What is their real motivation? Here are some ideas to get you started.
What do they fear?
Do they really want their dog trained? Or do they really worry that the dog is going to run out the front door, and they’ll have to chase it?
What do they dread?
Chances are good your clients can read and add. But if they dread doing their taxes, you can alleviate that sinking feeling by preparing their taxes for them.
What do they desire?
Can you help your clients feel smarter? Slimmer? Stronger? Prettier? Can you make them feel like a better parent, a closer friend, or a more loving partner?
What do other people have that your clients want?
We know the grass isn’t always greener on the other side of the fence, but it’s human nature to compare ourselves to others. Who do your clients compare themselves to? What do they think other people have? More time, more help, more understanding?
Not sure? Ask your clients.
If you can’t define the benefits of your business, ask your clients what they are looking for, then ask them why. They may not be able to tell you succinctly. Just let them talk long enough, and they will eventually tell you. You need to listen.
If you don’t even have any clients yet (or don’t have the type of business where you can talk to them), check out the comments in social media posts of similar companies. Read what their clients say about them.
Your WIIFM will be your marketing message.
As you are creating your marketing messages, remember your WIFFM. That will help guide your content strategy, your sales strategy and your customer relations. Ultimately, it will be what sets you aside from your competitors and helps your customers love you.
