As long as I have been in marketing, and that’s a long time, I always need to rethink much of my copy in the WIFM after draft one…good reminder

Chris-

Great post. In the high tech B2B world, where I play, I like to break the WIFM into five categories. How do you help your customers:

1.) Make money?
2.) Save money?
3.) Reduce risk?
4.) Speed time to market?
5.) Stave off competition?

I’ve tried to think of more (and am open to the possibility of more) but every time I come up with a new one, I can map it back to one of those five.

-Jeff

Welcome back Chris! This post goes back to the benefits vs. features argument. Many times it makes a lot more sense to list benefits which illustrate what exactly is in it for the customer. You want to minimize the use of “we, us, our” and hone in on you, you, you, you. Another essential key ingredients to a successful marketing campaign is listing your value proposition everywhere. You want that value proposition to really pop out at your customers because it will directly pinpoint the ‘need’ you will be addressing for them and the value that you bring to their table.

[...] thinks or knows so. You’ve got to stop talking about how great you are and focus in on what value you bring them and why would they choose you over competitors. Sit and brainstorm how you want to brand yourself [...]

[...] to Chris Garrett, you should always keep in mind these 5 most powerful words when it comes to promoting [...]

Thanks for the article, I find interesting tips

The biggest problem we all face with the WIIFM is that we assume or presume the answer, based on what we think the other person will want. I ask a slightly different question: what is really important to you in (…whatever context)? Then when you know the answer you can feed it right back to them - exactly the way they expressed it. Now those are really the most powerful words in marketing - the customer’s own words.