Upside-Down Thinking by Patric Fransko
by Patric Fransko
September 28th, 2016

What’s in it for Me?


You have likely heard the marketing and sales advice that prospects don’t buy features, they buy benefits. While most of us understand this concept, how many of you are creating content and marketing with this in mind? In this article, I want to encourage you to begin looking at your content from the perspective of your prospect and to ask the question, “What’s in it for me?”

It’s normal that the individuals in the window-film industry have a shared language of sorts. They have a way to relate to each other regarding things like quality, performance, longevity, user-friendliness, etc. That is terrific when working with colleagues and other industry professionals, as it typically allows communication to be more efficient due to the shared knowledge base. However, a frequent pitfall we see at the agency occurs when the creation of content utilizing this same language. Content is often written in such a way that assumes the person receiving it shares that knowledge base. In marketing, it is important that you communicate with the audience on their level in a language that they fully understand.

With that being said, I want to get back to the important topic of the question, “What’s in it for me?” What that question is saying is “tell me about the benefits.” How will this product improve my life? Begin thinking about this by writing down all the features your product or service has on one side of a piece of paper, and then write the corresponding benefit associated with that feature on the other side. Now, when you begin creating content, start from the perspective of the benefit and work back to the feature. Let me give you a particular industry example.

If you wanted to write a piece of content to discuss how all of the films that you carry block 99.9 percent of UV rays, that would be the feature. What is the benefit? Well, with UV being 40 percent of what causes fading, by blocking 99.9 percent of the radiation, you significantly slow down the premature fading of furnishings. In addition, recent studies have shown that exposure to UV, even when behind glass in a car or building, can be detrimental to your health.

So, when creating a piece of content for marketing based on my example, focus on things like “Extend the life of your furniture investment…” or “Upgrade your windows as part of your commitment to health…” In that content, I would work back to the fact that the furnishings will have an extended life, and you could enjoy better health as a result of the film blocking 99.9 percent of the UV rays.

I hope this quick piece of advice will cause you to pause before each post, email, etc. and ask the question “What’s in it for me?” If you do, I think you’ll find that your marketing efforts will become more effective.

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