(Photo by Thai Jasmine)
You’ve likely heard to focus your marketing on WIIFM (“what’s in it for them?“). Most companies tend to (initially) overly focus on their offering (“what can I do for you?“). However, research continues to show that people aren’t interested in what you’re selling until they perceive the benefit to their needs.
So companies then rewrite their marketing, to clearly articulate a benefit that their audience values – and then show how their offerings provide such benefits (“Got this problem? We can help!“). That’s much better, since it allows people to logically understand your offering in ways that they immediately value.
From a psychological standpoint, you ultimately need to convince people logically and emotionally. So, instead of just focusing on logical benefits, incorporate emotional benefits as well (“Got this problem? Relax – we can handle it!“). Ultimately people want to feel like they’re making the right decision, and to help secure the feeling, appeal to your prospective customer’s emotional needs. Too much emotion and not enough logic won’t resonate (“Got this problem? We know how you feel!“).
Therefore, it’s important to understand both the logical and emotional benefits your audience values. If you’re unsure, start by looking at Maslow’s Hierarchy of Needs to determine the need your offering best satisfies. And if you’re not sure – ask people why they value what you sell (not simply why they buy it).
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
– Maya Angelou