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What’s In It For You?
Every ad (and by “ad” I mean all advertsing copy — online and off) must address this important question. Why? Because until you answer this question for your prospects, they’re not going to hear or read another word.
Surprisingly, most advertisements only breeze over answering the WIIFM question. They would rather tell you that they’ve been in business for 200 years or that they have 44 experts who are pleased to meet you.
Yawn.
If this sounds familiar, that’s because it is and ‘familiar’ is the kiss of death to effective copy that will boost your revenues and increases responses. Conservatively, 90% of the advertising and marketing you’ll be exposed to between reading this post and going to bed tonight will be totally devoid of a WIIFM-focused message.
Your USP should tell people What’s In It For Them (WIIFT, the third person way of saying WIIFM) – and state that reason in clear, graphically illustrative terms. And here’s another formula for you to remember when you’re describing your products or services: F.A.B.
FAB stands for Features, Advantages, Benefits. While most ads focus on features, your ads should focus on the advantages and benefits. you see, it’s not what the product is made of, it’s what it will do for the buyer.
– excerpt from my upcoming special report “How To Increase Response By 2,100%”
By Walter |
Topics: Client Top Secret, From The Trenches, Pro Analysis |