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The YOU Factor
I don't mean you, I mean the YOU that is your client. Let's examine memorable tag lines in advertising. You deserve a break today. - McDonalds Do you eat the red ones last? - Smarties You've always got time for Tim Horton's - Tim Horton's For all you do, this Bud's for you - Budweiser Let your fingers do the walking - Yellow Pages We never stop working for you - Verizon Wireless Now You're Playing With Power! - Nintendo You give us 22 minutes, we'll give you the world - WINS Radio Do you have the bunny inside? - Energizer Your Potential. Our Passion. - Microsoft VISA ~ It's everywhere you want to be - VISA If life were like that, you wouldn't need a VISA card. - Visa You're in good hands with Allstate - Allstate Insurance Sanka...Everything You Love About Coffee - Sanka Have you had your Weetabix. - Weetabix There are thousands of tag lines for well known products that use this one word to create a connection, afterall who are you more interested in than YOU! If it works for the big guys chance are it will work for you. Why would you want to talk about yourself in your marketing and advertising materials instead of your customer? They aren't really interested in you. Advertising and marketing is not the place for ego and posturing. Attract the interest of your prospective customer and they will ask for more information. At some point in your life you have opened your door to a saleperson or sat next to someone on a plane and felt trapped. They decided you were fascinated by them and/or their product. You couldn't wait to get away from them. Way too self focused weren't they? Don't do it to prospective customers, they feel the same way. Put yourself in your customer's place, and take advantage of the WIIFM factor. If you are thinking "What's In It For Me", then so are they; however you are the one that wants the sale. Let your customers know that you are interested in "What's In It For Them"! Attracting customers means marketing and advertising messages that are not about you! Copyright(c) 2005 Nancy Fraser Nota Bene Consulting, All Rights reserved Nancy Fraser is the President of Nota Bene Consulting. Her business experience encompasses over 20 years in media sales and management, ownership of a retail store and involvement in the real estate industry. Free marketing information and tools are available in the Notable News at http://www.notable-marketing.com
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Comment by George C. Leef, Director of Research
