Communication to Customers
When you are communicating to your target audience the essential message is“What’s In It For Me?” That is the question all prospects want you to answer. When creating effective written material for your business cards, flyers, brochures, posters, email letters & website, the last thing that your prospects and readers need to know about is YOU. The crucial facts that people are looking for are all addressed, either consciously or subconsciously, by the WIFM factor –“What’s In It For Me?”
These critical facts are all contained within the BENEFITS of your product or service. Nobody is even remotely interested in how technologically advanced your state of the art equipment is. Or that it took a dedicated team of researchers 7 years to develop. Or how many awards you have won over the last 12 years. They only want to hear about BENEFITS that clearly tell them what’s in it for them!
On price, only 9% of people are purely price sensitive. Build value into your product or service and sell at a fair price. Price is only a barrier if you give your prospect nothing else to consider.