Unique Selling Proposition: What's In It For Me? (WIIFM)

by Bhavesh

In this article we address the most important piece of creating a Unique Selling Proposition: What your clients get when they do business with you. ((What's in it for me? (WIIFM))

Perhaps the most important part of creating a Unique Selling Proposition (USP) is being able to clarify and explain what a client gets, in precise, concrete terms and doing it concisely and with impact. This takes some work - not physical, but intellectual.

This articles presents some guidance with examples to help you craft a compelling WIIFM (What's In It For Me?) component for your business, products or services.

Is a Bad Message Better than No Message?

Is more marketing better than less marketing? Not necessarily.

You see, whatever your marketing message is, it has a cumulative effect on the minds of the prospective buyers. There is marketing the “right” message and there is marketing the “wrong” message.

Actually, it’s okay to market even a wrong message as long as it’s consistent and coherent. Then there is hope for you to get some interest from the prospective buyers.

The real danger is in marketing an incoherent message to your audience. How can you create a coherent marketing message for your business?

Adding to Confusion: A Confusing Jargon

What is branding?

When your prospective customer sees different messages from you at different times, they get confused. What's the typical response to a confusing message? Nothing! People don’t respond to a confusing message. For businesses, no response is worse than a wrong response. That’s why, it’s extremely important for you to have a cohesive message that you reinforce, often and through different media.

This can be done only if, before anything else, we, ourselves, are crystal clear about what we want to communicate to our audience.

This reinforcing of a message to your audience is called “branding.” Branding is a concept that has been around for many, many years. The problem is that it has been overused. And it has lost its real meaning.

Today, for the most part, branding is used to mean “flashing a logo or an image to your audience so many millions of times.” Well, this has some truth to it, but it is just a small part of the overall concept.

Branding, by definition, does not need images, pictures, stationary, logo or clever ad campaigns. Sure, these tools can enhance the message and make it more effective. But, what branding really needs is a good understanding of human psychology. With that, you can get your message across in even a few words.

When Self-Obsession is a Good Thing

Examples of WIIFM in Unique Selling Proposition

We are bombarded with thousands of advertising messages a day! An average Joe or Jane does not have enough psychological energy to focus on any one of these messages. Also, we are competing with those who spend billions of dollars in advertising. Unless you have similar amount of money in your budget, getting your audience to respond to you is a huge challenge.

There is hope though. The average Jane or Joe is also obsessed with one subject: herself or himself. We are a generation of deeply self-absorbed people. And for a marketer, that’s a good thing.

If we have a message that appeals to the average person in our target audience, in the terms that she can relate to at a very personal level, we are more likely to get a response from her.

A few examples of such a message are:

  • “What would you do with two extra hours in your day – every day?” (We give you two extra hours a day that you currently don’t have.)
  • Your shoes are shined in two minutes or less.
  • We help you get five times the profits, that last five generations or longer.
  • We help you uncover hidden channels to explosive profits.
  • With our cell-phones, salespeople in DelMarVa territory sell 30% more.

Reference and Further Reading

Jump Start Your Business Brain: The Scientific Way To Make More Money

Doug Hall shares data-proven methods that can make sales, marketing, and business development measurably more effective.

$16.99  $5.00
Positioning: The Battle for Your Mind

'One of the most important communication books I've ever read. I highly recommend it!' - Spencer Johnson, author of "Who Moved My Cheese?" and co-author of "The One Minute Manag...

$20.00  $5.95
Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant

Written by the business world's new gurus, Blue Ocean Strategy continues to challenge everything you thought you knew about competing in today's crowded market place. Based on a...

$29.95  $4.48
USP: What's In It For Me?
USP: What's In It For Me?

A “Mission Statement” That Does Not Put People to Sleep: Possible?

Examples of Mission Statement as USP

One of the overly used terms we hear today is “mission statement” or “purpose statement”.

Let me ask you this: How many times have you read a mission statement that really got you excited? Did you remember it?

For most, the answers are: “never” and “no.”

Let’s face it, a lot of mission statements get yawns from the readers, if that. Most won’t get even a second look!

A message from your company could be a concrete, actionable, measurable “mission statement” that actually gets read by your prospective customers. Why? Because it is written in the terms that they can relate to.

Here are some examples of such a mission statement (translated from the messages above):

  • Two extra hours a day for every business owner
  • A two-minute shoeshine for a very busy executive
  • Creating businesses with five times the profits that last five generations or longer
  • To help businesses discover hidden channels to explosive profits
  • 30% more sales for every sales person in Washington DC metro area

With a message like this, you don’t need to spend so much money and time on advertising. With minimal marketing activity, you can get people to respond to you and your products and services.

A study done by Eureka Ranch, a marketing firm founded by Doug Hall, the author of Jump Start Your Business Brain, shows that having a message like this can increase your marketing effectiveness by 300%! Meaning if you are getting 10 leads a month, with the same amount of marketing, you will get 30 leads per month. With everything else constant, you can increase your sales by 300%.

If this is important to you:

  • Invest some time regularly to find out what your customers get by doing business with you in specific terms that make sense in “their world.”
  • Talk to your customers regularly to find out what they get by doing business with you. Make sure that you not just focus on the words but also their emotions: excitement, exhilaration, relief, calmness, relaxation etc.
  • Look for ways to communicate those emotions and thoughts to your prospects in your marketing and prospecting activities.
  • Always remember, words are the most basic tools we have to communicate with others. Do whatever you can to get your company’s core message down in 10 words or less.

How to Create Your Unique Selling Proposition

What makes you different? This article addresses the core component of a Unique Selling Proposition: Why should a client choose your business over your competition?
In this article, we address the single and unequivocal component that ties all the pieces of your business together into a Unique Selling Proposition: You!
We address the pivotal component of crafting a Unique Selling Proposition (USP): What Business Are You In?
Clarify whether your business needs to create a Unique Selling Proposition that unifies its sales, marketing and management efforts and discover a simple process for creating one.

Find Your USP

At Awayre Business Club

Awayre Business Coaching (ABC)
Finding a meaningful difference often is best done with the help of an expert who can guide you through the process step-by-step and brings you tools to loosen up your thinking. Awayre Business Club is a place where business owners and leaders take some time away from their businesses so that they can do some original, out-of-the-box thinking about their businesses.

Updated: 06/21/2012, Bhavesh
 
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