Putting More “You” and Less “I” in Your Marketing Message
November 18th, 2009
“The traditional business definition of marketing is identifying and fulfilling customer needs. There’s no mention of your business. Marketing is all about the customer.” Heidi Richards Mooney
Do you remember the “WIIFM” formula when designing your promotional tools? You know, the “what’s in it for me?” The “me” in this case is not about you, your company, your product or business, rather it is about the customer, the prospect, the reader, the person you are trying to get to take action regarding your product or service.
How many times have you picked up a brochure about a company to find out what they can do for you only to find it filled with stuff about them? And have little or no idea what they can do for you? Your customers and prospects could be asking the same question.
One of the biggest mistakes companies make is to talk about themselves and their products rather than talking about the CUSTOMER and what he/she will gain by doing business with them. “The traditional business definition of marketing is “identifying and fulfilling customer needs.” There’s no mention of your business. Marketing is all about the customer.”
Identify and focus on the benefits. Prospects want to know how what you offer will benefit them. You MUST make it clear what benefits the prospect will receive from doing business with you, otherwise then there is no reason for that prospect to do so. You MUST focus on what the prospect is going to GAIN by using your product or service.
In order to articulate the “what’s in it for them,” you must first understand the difference between a feature and a benefit. A feature is something that your product does or has (for example, a shirt can be 100% cotton). A benefit to 100% cotton could be durability, easy-care or even wrinkle resistant. Now you’ve given them the WIIFM. Why the prospect might want to purchase the shirt.
Count how many times you refer to you – that includes the “I,” the “WE” and your “company name.” Take a second look and count how many times you refer to the “YOU,” the “prospect/customer” or “she/he.” If your copy has more than 50% “I,” etc. take a look at how you can reword it to tip the scales in favor of the prospect. Good copy should be at least 60-75% prospect focused and only 25-40% focused on who you are, (such as the awards you have, the color of your building, the type of equipment you have, etc.).
To change things around in your marketing message whether it is in your proposal writing, brochures or your website (any advertising), you must identify the goals, objectives and obstacles of your prospect. Then you show your prospects how you can help them reach their goals and overcome their obstacles.
Once you know how your business benefits your customers, and you begin to focus on the how the customer benefits formula, you can write copy that will increase prospect response. You will begin seeing a greater response to your marketing messages and your bottom line!
(There are 42 “You’s” in this article and only 2 “I’s.” Did it get your attention?)
Redhead Marketing specializes in creating copy that makes you stand out. Need a print ad for a publication? Need a flyer in a hurry? Let Redhead Marketing create it for you. Special Holiday pricing starts at just $50. Call 954-625-6606 or email heidi (at) redhead marketing dot com (no spaces) Today!
Entry Filed under: Advertising, Postcard Marketing, direct marketing
9 Comments Add your own
1. Tweets that mention Redhe&hellip | November 18th, 2009 at 5:06 pm
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2. Karen O'Bannon | November 21st, 2009 at 12:23 pm
This is a very important message, Heidi. It’s not hard to get carried away with self-indulgence when you’re passionate about your product. But you are so right–we have to keep the reason behind our passion (the customer) at the forefront. When we speak to our customer’s needs, our products speak for themselves.
3. Eileen Williams | November 21st, 2009 at 6:21 pm
This is a fabulous piece on an important topic! We all need to remember “WIFM” whenever we market ourselves, our products or our services. People buy on perceived benefits so the more you can focus on results that will support their ends, the better. Thanks for the great reminder!
Eileen Williams´s last blog ..Women Over 50—You’ve Earned Your Moment of Luxury!
4. Beverly Mahone | November 21st, 2009 at 8:52 pm
This is a timely read in light of the fact that I just returned from a Marketing & PR Conference that touched on these points. One of the Presenters did cover the “I” factor—not for self indulgence but for the purpose of helping someone else. The “I” factor can be an asset in letting others know that you’ve been where they are in personal or professional situations. According to one of the Presenters, it’s meant to make you more personable and believeable.
Beverly Mahone´s last blog ..Turning a Tragedy into Publicity
5. rosie | November 21st, 2009 at 9:36 pm
Say it again Heidi. This message should be repeated daily on every social networking site. The “I” factor is looming larger than ever. Yet, I am also concerned about those that pretend to care but really don’t.
How do you know when it is real>
rosie´s last blog ..Assisted Living is Expensive, Why Not Retire on a Cruise Ship?
6. Heidi Richards Mooney, Founder Women's eCommerce Association | November 22nd, 2009 at 5:03 pm
Karen you are so right – it is easy to get carried away. Many years ago a wise friend told me that it wasn’t about Me, it was about WE and she was gently letting me know I was a little self-centered. Well it did the trick. Now you will see that most of my writing is filled with you and WE and very little I and me. Guess it is a self-consious thing. Anyway it works!
You don’t have to worry about it though. You are one of the most giving women! Keep up the great work!
And happy Thanksgiving!,
Heidi
Heidi Richards Mooney, Founder Women’s eCommerce Association´s last blog ..7 Steps to Staying Positive Today and Everyday
7. Heidi Richards Mooney, Founder Women's eCommerce Association | November 22nd, 2009 at 5:05 pm
Eileen,
If only they taught the WIFFM to us at an early age. Think of how much more powerful, productive and positive the world would be!
thanks for stopping by and wishing you a wonderful Thanksgiving with those you love,
Heidi
Heidi Richards Mooney, Founder Women’s eCommerce Association´s last blog ..7 Steps to Staying Positive Today and Everyday
8. Heidi Richards Mooney, Founder Women's eCommerce Association | November 22nd, 2009 at 5:08 pm
Beverly,
Its nice to have more than one perspective on the same topic. Appreciate the tip on the I factor. People are much more willing to listen to those who can empathize with them because they have had a similar experience.
thank you for your comments.
wishing you a wonderful Thanksgiving. And thank you for all you do for others.
Heidi
Heidi Richards Mooney, Founder Women’s eCommerce Association´s last blog ..7 Steps to Staying Positive Today and Everyday
9. Heidi Richards Mooney, Founder Women's eCommerce Association | November 22nd, 2009 at 5:12 pm
Dear Rosie,
Putting More “You” and Less “I” in Your Marketing Message… there, I’ve said it again!
And right you are.
Thanks for your feedback and for stopping by.
Wishing you a wonderful Thanksgiving … and then some,
Heidi
Heidi Richards Mooney, Founder Women’s eCommerce Association´s last blog ..7 Steps to Staying Positive Today and Everyday
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