WIIFM -- from the customer's viewpoint
WIIFM -- do you know what this means?
a) a radio station?
b) new video game?
c) benefits?
d) some type of wireless connection?
If you selected C, then you know that WIIFM stands for "What's In It For Me" or looking at things from the customer's viewpoint. What are the benefits to the customer? It's not the features of your product or service.
Mike Sansone from ConverStations discussed this but from another angle in his post:
Mike's right. "Me First" doesn't work, especially in the blogosphere. You've got to use "What's In It For Me" but turn it around!The more I see business folks lead their conversation with a "me first" attitude, the more I'm convinced that WII-FM is losing its signal.
I still think WIIFM works, but you have to think of it from the customers point of view... not your own point of view.
I am trying to put myself in their shoes. After thinking about my company's service, from the customers standpoint, what does a marketing program deliver to my clients?
Deliverables on a marketing plan are different than executing the plan. The execution has easy deliverables: a postcard, a flyer, a website, a press release, a tradeshow. Delivering a marketing plan isn't real sexy if the deliverable is: a notebook. I really hate the look on somepeople's face that says, "Wow. That's a lot to pay for a notebook... where's my flyer?" That means I explained our services as features. Not benefits. Big difference.
What do you get with a marketing plan? Here are the benefits:
1) time
2) direction
3) expertise
4) confidence
5) choices
6) results
7) accountablity
8) knowledge/understanding
9) peace of mind
10) measures to manage
11) strategy
12) long term growth
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