Do you know what “WIIFM” stands for? Sure you do! You ask yourself this question every time you think about making an investment or purchase – “What’s In It For Me?” We purchase everything based on the “benefits” that we will receive when we use the service or product.
Let me give you an example: Last week, I purchased a new bicycle because I want to start taking long bike rides with my family. There was one benefit I was looking for with the purchase of this new bike: comfort. It had to be comfortable. When I finally found the bike that met my comfort requirement I was delighted, however right next to it was a bike that was a beautiful shade of purple which made my heart skip a beat. I sampled both bikes and in the end bought the bike that was a shade of silver because it was clearly the most comfortable ride. The color was a “feature” not a “benefit” for me. Remember the greatest “benefit” for me was comfort.
When you are passionate and energetic about an idea, you can come up with all kinds of names and catchy phrases for your products and services. The ideas seem to flow naturally once you put yourself in that creative space. The excitement about all of the possibilities in your future can sometimes overshadow the most important part of your business: The client or customer. We become so wrapped up in the idea of being a successful woman in business, we neglect to create a clear message about what we have to offer. Your ideal client becomes confused or uncertain on how you can help them (remember—WIIFM?) The most important thing that you can do is to put yourself in your ideal clients position and think about the benefits or outcome your client will receive when she works with you or purchases your product.
I’m working with some women right now who are on fire with ideas for their business. Recently, I shared some ideas to help them improve their “WIIFM” factor when marketing their products and services:
1. Mrs. Fields Knows Best – Debbie Fields understands the power of sampling. Her success came from this simple marketing strategy. Anytime you pass by one of her stores, someone walks out with a tray full of warm, steamy cookies and says, “Try one.” When you offer your service or product for free, it’s an easy way for your ideal client to quickly understand “WIIFM.” Over the last 7 years, I have offered your first “Creating the Spark™ Success Circle” for free, as women can clearly see the benefits and outcomes they will enjoy when they become a member.
2. Become Your Own Customer – Find some time to walk yourself through your own process. Does the system that you set up actually bring about the benefits you claim to offer? Does your business card, web site and other marketing materials clearly communicate what you offer and how it will benefit your ideal client? In today’s world, your message needs to be clear and people need to easily understand what you do.
I love the Stephen Covey quote, “Begin with the end in mind.” Smart Women have a clear vision of why they are in business and where they want their business to take them. They make sure their marketing communicates the “benefits” clearly and effectively. The next time you personally think about making a purchase, stop and listen to the questions in your own mind. I will bet that one of them is “WIIFM?”
Anything is possible. Everything is waiting for you.
© 2012 Joy Chudacoff
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Joy Chudacoff, ICF, PCC, is the founder of Smart Women Smart Solutions®, a Professional Certified Coach to 1000’s of women, Motivational Speaker, and Entrepreneur. She publishes a weekly buzz generating ezine, Reflections On Life and Business for Women Entrepreneurs. If you’re ready take your life and your business to the next level, get your FREE Tips, 2 FREE Reports and FREE MP3 now at Creating The Spark.