PRACTICE MARKETING blog

A popular sales & marketing thumb-rule: Like radio station call letters, remember WIIFM: “What’s In It For Me?”

That’s what your prospects, clients, and colleagues are all thinking. You’ve heard the thumb-rule: “Talk about your benefits, not your features.”

Blogging & podcasting has redefined the soapbox. And I hope this podBlog helps you with your personal brand marketing.

As you define, develop, and leverage your personal brand, remember your target market Community is the focus factor. We need to get to know who they are, what they want, and how they want to be approached.

Thus, we need to ask them questions… literally, ask. We can prepare, by asking ourselves questions in their voice, with empathy: “What’s In It For Me?” if I were the consumer of my services?

The best marketing materials - including your new blog should - answer this question, often with the WIIFM heading.

When they rationally ask, “What makes you different or better, than the next guy?” They are asking emotionally, “What In It For Me?”

Stop using what I call The 4 Supposed-to & Should-be’s! Last week I was invited to speak at a bank networking event. The organizer was afraid to have her guests play my TOUGH networking game, “So what makes you different & better?” In the game, we take turns at self-promotion/pitching/bragging/anecdotes, and you can’t say any variation of these:

1. Of course, “I CARE ABOUT CLIENTS” (Customer Service)

2. Of course, “I’m QUALIFIED” (Experience, credentials, Degrees)

3. Of course, “I DELIVER RESULTS on-time”

4. Of course, “My rates are REASONABLE & no hidden fees.”

Did I miss a cliche? Click on comments and add one you always hear.

…So?? So does the next guy. If I choose you, “What In It For Me?” beyond getting what I paid you for? Empathize from your clients’ perspective.

Your e-books, audio-books, podcasts, and blogs should excel at answering this. BTW: If the concepts of “podcasting & blogging” boggle you, I’ll be speaking at PodCamp On-line this Saturday afternoon. My topic, “Podcasting by Phone, Access more listeners; brand your expertise more easily.“