Gotta quick analogy for you today…
Your company’s marketing message should work the same way as trying to convince your husband to let you go on a “girls out” weekend.
(Guys… the same principle holds true for you, too)
Let’s say your 3 closest girlfriends in the whole wide world are planning a “girls only” weekend away for fun, pampering, and pedicures, and want you to go, too.
Will your husband have a problem with it?
Before you commit, you want to ask your husband because you’re not sure he’ll be crazy about the idea.
So here are the 2 ways you can approach him:
#1. You can tell him how good it will be for you, and how much fun you’ll have (it’s all about you)
Or…
#2. You can explain to him how he’ll have an entire weekend to do some “guy” things, and hang out and drink beer with his friends. Stuff that he wouldn’t normally do when you’re around.
In other words… make it all about him and convince him by telling him about all the benefits he’ll get.
Which one has a better chance of working in your favor? In most cases, the second one.
WIIFM (What’s in it for me?)
The reason: It’s been proven to be much easier to convince someone to take a specific action if you show them why it benefits them.
Great marketing messages use the same reasoning.
But you must know:
- Who your target market is
- What they’ll respond to
- And tell them why they should listen to you by using the power of benefits
You’ll have a better chance of persuading them to take your desired action when you make the message all about them instead of you.
It’s just human nature…
Make sense?
What do you think? Comment below to let me know.
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Merrill Clark
Website and Marketing Copywriter
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