‘What's In It For Me' or WIIFM, is the only real question that every prospect asks themselves when looking for a product or service. "How can your product solve my problem? "

Now, despite the fact the most people know this is the case, most small business owners continue to take up a large chunk of advertising real estate sprooking their name, address and phone number.

Yes, I understand that a potential customer needs to know where to find you or how to make contact, but why should they buy from you? Are they going to buy your product, just because it's you? Unless you're a well know, well established and well respected business, 9 times out of 10 the answer is NO!

So when writing your advertising or constructing your sales process, ask yourself the question, what real benefit am I providing my customer? What problem am I providing a solution for? What is in it for the customer? It is the answer to these questions that should make up the most part of your ad. ‘Benefits, Benefits, Benefits' is to selling and advertising like ‘Location, Location, Location' is to real estate.

Written by Simon Bell

 
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