Smart Women Understand “WIIFM?”

I have the good fortune to spend time with women entrepreneurs who are either starting a business for the first time or they are ready to take their existing business to the next level of success. It's fun and energizing to see what happens when these women get together and map out their new products and services. The key to attract more clients is understanding the "benefits" your client will receive after they have experienced your product or service.

When you are passionate and energetic about an idea, you can come up with all kinds of names and catchy phrases for your products and services. The ideas seem to flow naturally once you put yourself in that creative space. The excitement about all of the possibilities in your future can sometimes overshadow the most important part of your business: The client or customer. We become so wrapped up in the idea of being a successful woman in business, we neglect to create a clear message about what we have to offer. Your ideal client becomes confused or uncertain on how you can help them (remember-WIIFM?) The most important thing that you can do is to put yourself in your ideal clients position.

I'm working with several women right now who are "on fire" with ideas for their business. Recently, I asked them some questions to help them get clear and focused on their plan. I believe these will help you as well:

1. What are you trying to accomplish? It's a simple question that can sometimes come loaded with uncertainty. I've been fortunate to have great mentors in my life. One in particular would ask me this question on a regular basis. I would meet with him to discuss a new idea or new possibility and he would always present me with this question. In most cases, the question sent me right back to the drawing board as I did not have a solid answer! I was so excited, that I had not given enough thought to all of the details I would need to achieve success. Women will sometimes ask me, "Why do you offer Free Teleseminars or Success Circles?" Over time, I've learned that my ideal client needs an opportunity to experience my style, my service and what I have to offer so that they can easily understand "WIIFM?"

What is your goal or your vision? What end result would you like to see? Make sure that your plan of action is directly related to the vision for your business. (By the way, I'm not suggesting that you should dwell on an idea for too long--procrastination is deadly to a business.) One of the most important lessons I've learned from other successful people over the years is you need to act and make decisions quickly.

2. What "benefits" will your client walk away with after she experiences your product or service? Find some time to walk yourself through your own process. Does the system that you set up actually bring about the benefits you claim to offer? Does your business card, web site and other marketing materials clearly communicate what you offer and how it will benefit your ideal client? In today's world, your message needs to be clear and people need to understand what you do easily.

I love the Stephen Covey quote, "Begin with the end in mind." Smart Women have a clear vision of why they are in business and where they want their business to take them. They make sure their marketing communicates the "benefits" clearly and effectively. The next time you personally think about making a purchase, stop and listen to the questions in your own mind. I will bet that one of them is "WIIFM?"

Anything is possible. Everything is waiting for you.