Hey there, my fabulous listener, welcome to episode 240 of the Small Business Made Simple Podcast.

Thanks for lending me your ears today – I know you have lots of choices, so I sincerely appreciate me being one of them!

If you’re enjoying this podcast – I’d love you to take a screen shot and share it on your socials and tag me in it.  How cool would that be!

Don’t forget you can get the show notes for this podcast at www.socialmediaandmarketing.com.au/240

Did you have a listen into last week’s episode? Last week I had that fabulous chat with Michelle from Aussie Biz Chic about subscription boxes. Head back there if you didn’t listen in and are a little curious about having an income stream around subscription boxes – www.socialmediaandmarketing.com.au/239

But before I get started, I wanted to give a shout-out to this week’s podcast sponsor – BL Management Consultants – BLMC.  BLMC’s motto is Your People Working Well and have been trusted partners in health and safety 1999. They’re just not about traditional health and safety but work on the ENTIRE person – both psychological and physical safety as they are a key focus in achieving people working well, thriving in the workplace and, of course, being compliant.  BLMC has worked with LIfeLine, Brown Family Wine Group, Hume Bank and many more organisations.  They have some upcoming courses to support workplaces including Mental Health First Aid course on 2 & 3 May and Resilience First Aid on 18 & 19 May. Courses do book out so contact office@blmc.com.au to inquire or book your spot.  You can find out more about BLMC on their website www.blmc.com.au

What’s in it for me, or WIIFM for short, is a well-known tactic in marketing and essentially, WIIFM describes what the consumer or audience will get out of using or buying a product or service.

It is the central question you need to answer in most of your strategic marketing – especially when you are using your selling strategy.

It’s pretty common for consumers to chew over their buy decisions.  You might have heard about needing 12 touch points, 18 or even maybe higher – each one of these touch points bringing your buyer closer to a buying “parting with their hard-earned cash” decision.

Being able to answer the WIIFM question means you have to know your audience really well, understanding their pain points or pleasure and all of this will help you create better marketing copy and sales materials.

So, take one product or service you sell and either pick it up, if you can, or think about it imagining you are the potential buyer and answer the question “What In It For Me?”. If I buy this product or this service, what’s in it for me? – remember you’re the customer here!

If you can’t answer this for every product and service you sell, then there’s some work to do.

So, how do you answer this holy grail of a question.

Highlight the benefits of the product or service. 

Product sellers do this pretty badly at times.  They concentrate on telling you all about the product, like it takes AAA batteries, it’s 15 cms long, it’s pink but comes in all sorts of colours, it comes with a 3 year warranty and so on and on it goes. 

This does NOT answer the question of WIIFM.  These details are important but for a customer or prospect to become more interested, involved and engaged with the product, you need to tell them all about the benefits of it – not just features. 

A benefit is something that produces good or helpful results or effects or that promotes well-being.  If you purchased this then this will happen or you will feel this etc.  In other words, describe how purchasing your product or service is going to solve their problem or surprise and delight them.

If you own a bakery, just don’t talk about what cakes you make but rather how they can help make your customers’ special occasions even more special or how you can come and relax with a coffee and cake after a stressful morning at work.

If you sell candles, don’t just tell me the fragrances, and how long they will burn for but use emotive marketing language and explain to me “Imagine coming home after a long day, feeling stressed and exhausted. You light a candle and let the soft, soothing scent fill the air. As you breathe in the calming aroma, you feel the tension in your body begins to melt away. Our candles are made with all-natural ingredients and crafted with care to provide you with a truly luxurious and relaxing experience. So why settle for ordinary candles when you can treat yourself to something truly special?”

In this example, we’re focusing on the benefits of using our candles – they help you relax and unwind after a long day. We’re also highlighting the fact that our candles are made with all-natural ingredients and crafted with care, which appeals to customers who prioritize eco-friendliness and quality.

Or if you’re an Accountant, just don’t tell me it is time to be my taxes, but ask me:

“Are you tired of feeling overwhelmed by your finances? Do you dread tax season every year? Our accounting services are designed to take the stress out of managing your finances and help you achieve your financial goals. With our expert guidance and personalized approach, you’ll feel confident and in control of your money.

We understand that everyone’s financial situation is unique, which is why we tailor our services to meet your specific needs. Whether you’re a small business owner or an individual looking to optimize your finances, we have the expertise and experience to help you succeed.

So why struggle with finances on your own when you can have a trusted partner by your side? Let us help you achieve financial success and peace of mind.”

In this example, we’re focusing on the benefits of using our accounting services – feeling confident and in control of your finances, achieving financial goals, and experiencing peace of mind. We’re also highlighting the fact that our services are personalized and tailored to meet each client’s unique needs.

I am sure you are getting the picture.  WIIFM is a curial part of your marketing and it should be the central question you are asking yourself on behalf of your customers when you are designing marketing copy – especially sales copy.

In short, always keep the WIIFM principle in mind and focus on how your business can benefit your customers. That way, you’ll be able to attract and retain loyal customers who appreciate the value you provide.

Got questions or thoughts?  Get in touch or head to the Facebook group – Like Minded Business Owners and share with everyone over there.

If you loved this episode and found it valuable, please take 30 seconds out of your day to leave me a rating and review if you want where you are listening.  One more goal of mine is to reach more people with this podcast, and you can help me achieve that, by leaving me a review!  Thanks in advance.

See you next week on the podcast for episode 241!

Thanks again to BL Management for sponsoring the podcast.  Don’t forget about their courses coming up – Mental Health First Aid course on 2 & 3 May and Resilience First Aid on 18 & 19 May. Courses do book out so contact office@blmc.com.au to inquire or book your spot.  You can find out more about BLMC on their website www.blmc.com.au

But in the meantime, let’s hang out on social and get social on social – you’ll find me on Instagram, Facebook and my fav LinkedIn.

But whatever you do,

……..remember small business peep, as my opening song says, there’s no point in dreaming small!