Call it empathy, call it sales psychology, or just call it marketing, but one of the most important parts of any marketing campaign or project is having a strong hypothesis about what your prospects really want, and a plan for how you’re going to give it to them.
If you know the top 3 things on their “WIIFM” list – What’s In It For Me – you can turn even a small marketing budget, or a small piece of sales collateral, into a high performer.
Let’s take a website project, for example.
There are a number of talented designers, web developers, internet marketing specialists, etc. out there working at agencies, consultancies, as freelancers, or in-house that can build a website, and probably make it “better” than the one you have, if your main concern is simply that your site is a bit outdated.
But the question shouldn’t just be “How can I update my website so it looks better than it does now”.
It should be something along the lines of “How do I take whatever budget and timeline that I have, and use this opportunity to create something that is a BIG step forward – a tool that helps me shorten my sales process, increase my conversion rate, increase the time visitors spend on my site, and create valuable lead flow for my organization.”
One of the best ways we’ve found to create a site with immediate impact is by walking the client through these 5 questions before we start thinking about design or information architecture of a new site:
Most website projects start with companies or agencies trying to cram all of the information they have, or at least all of the information they have on their current site, into a new design. Same content, just a newer, less-ugly-more-current version of what they already have.
If you start with by focusing on who your client really is, what’s driving their interest, and what they really want – even if they’re not telling you – you’ll be able to answer their WIIFM questions and move them to the next step of your sales process sooner, rather than later.