WIIFM - What's in it for me?
What's in it for ME and YOU
Posted by Adam Hayes
WIIFM, What's in it for me, is the one FM station that every single person is tuned into.
Every time you write for your customers, you should think about the customer's needs because they are really just looking for "What's in it for me" or WIIFM.
Copywriting is critical to your success on the Internet because in the end it is your copy that sells. Not your pictures, not your layout, not your checkout process, not even your cool logo. It is your copy that really does the selling. The first thing you should do is focus on your customers. Call to Action describes it like this:
Don't "we" all over yourself. The first rule of online success is it's never about you. Brilliant as you and your business are, focus on visitors. Let them know you understand what matters to them. Put them center stage.
Good copy not only offers descriptions but also make connections, creates images, draws on experience (either actual or imagined), and involves her emotions. We should know by now that buying decisions may be rationalized with facts but ultimately are based on emotions. Want to sell something you think has to be seen, tasted, smelled, or touched to be believed? Get a good copywriter.
That person can convey the experience of the most sumptuous cashmere coat in words that won't just equal an actual touch but will surpass it by evoking images and emotions.
I read a great article that emphasizes this point just the other day. It was entitled "The two most important words in blogging" and of course the very first (read most important) word is "YOU". Once you understand your customer, their wants, needs and desired, you can write more persuasive copy and close more sales. And we know that everone wants more sales. :D
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