Your customers’ favorite radio station: WII-FM. What’s In It For ME? It’s the most obvious thing in the world, except when it’s not.
When we forget to tell the customers what’s in it for them, it’s usually for one of two reasons: we’re either lazy, or we want to show off.
Lazy? Yesterday I was driving down Highway 380 between Denton and McKinney, and I saw a billboard for a car dealership that said, “Experience the difference new ownership makes.” Really? That’s all you got? You can’t tell me about how your dealership is going to give me a great deal on a used car or give me a loaner vehicle or give me the peace of mind that comes from free regularly scheduled maintenance? I don’t know what “the difference new ownership makes” means for me, so I don’t feel compelled to stop by.
Show off? We do it all the time, usually without thinking about what we are doing.
We want to make things pretty.
We want to make things clever.
We want to make things sophisticated.
Our customers want to know what’s in it for them. And if we won’t tell them, they probably won’t buy from us. They are busy—too busy for our cleverness, and we lose when we’d rather show off than make money.
Here’s my question to you: What is the reason you’re in business? To be clever or to create a sustainable, enjoyable, life-giving enterprise? To be sophisticated or to make money? It’s not always either/or, but if you have to pick one, pick the money. Then you can take that money and do something clever or sophisticated.
If you want to do something clever and/or sophisticated with your money, I recommend you give some away for a good cause. Here are a couple I like:
Charity Water: Provides clean, safe drinking water to people that need it but don’t have it.
St. Jude’s Children’s Research Hospital: Research and patient care for children.
Or you can pick your own.
What’s in it for you? Good feelings, mostly. Making a dent in the universe, sometimes.
Here’s your assignment: find a way to tell your customers TODAY what’s in it for them. Put it on Facebook, tweet it out to the world, but announce to the world what’s in it for your customers.