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Guest post by: Lisa Manyon Become an Author

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Undoubtedly you offer a product or service to your customers or potential customers. Have you seriously taken time to consider how you or your business benefits your clients?

If you haven’t done this lately, take a moment to consider your customers. It’s super important.

Your marketing content should be all about what your product or service will do for the consumer. One of the most common mistakes made in marketing, advertising and promotional materials is not focusing on the features and benefits of a product or service and HOW they directly benefit your core audience or target market.

Think about your customers likes and dislikes, figure out what makes them tick and incorporate that information to move them towards the sale. Connect with your customers on their terms with language they’ll relate to.Of course, your background and expertise is important but it’s not the most important thing to consumers. People want to know “what’s in it for me (WIIFM)”. While they may be interested in your credentials, this isn’t solely how people make decisions on who to work with.

Example: A promotional brochure for a Realtor focuses only on his experience and awards. The Realtor fails to make an emotional connection with prospects because he doesn’t include how his service will deliver what his prospects are looking for.

Mr. and Mrs. Smith are looking for their first “home”. Joe Realtor is great at selling houses but doesn’t take time to truly connect with the Smith’s starting with his marketing materials. His brochure reflects his awards and sales track record. It doesn’t connect with the Smith’s because he doesn’t clearly demonstrate his ability to find them the “home” of their dreams. The Smith’s don’t really care that Joe Realtor can move property. They don’t want to buy just any house. They want a home, preferably with room to grow and raise a family. They want a Realtor who listens, will pay special attention to their needs and tells them so, upfront. Joe Realtor overlooks this vital key to connecting. It’s the reason the Smith’s don’t call Joe Realtor.
Would you rather work with someone who touts their expertise or someone who first shows you how their expertise will work for you and then has experience to back it up?

Take Action Challenge: Review one piece of your marketing or promotional materials today. Consider your business card, brochure, website, broadcast copy, billboards and even storefront signage if this applies. What message are you sending to your potential clients? Brainstorm ways you can connect to begin building relationships and move your prospects towards a sale. Now update your copy to reflect what you have to really offer your prospects (remember the WIIFM factor).

Don’t have time to focus on your copy? You know investing in updating your marketing content is a great idea nevertheless you aren’t sure you can fit one more task into your busy schedule? Instead of constantly trying to change hats, consider handing the copywriting hat to someone else. Imagine partnering with a skilled copywriter who understands your business, takes the time to build a relationship and helps you make the most of your marketing efforts. If writing content for your marketing, promotional and advertising materials is overwhelming, consider partnering with a copywriter who wants to establish a long-term business relationship. Someone who believes in your business and wants you to succeed. Wouldn’t it be nice to strategize with a professional copywriter who truly understands what motivates a sale (not to mention takes one more task off your to do list)? Again, when making your selection consider the WIIFM factor

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