Before you begin any marketing efforts, you must answer one question: “Who is this marketing message aimed at?”
Promoting an event, product, or service takes on a different slant depending on the intended audience.
For example, if you are promoting an after-school dance class to parents, you might emphasize the experience and background of your dance instructors and the techniques taught. If you were targeting the marketing message directly to the potential students, you would emphasize the fun environment and the opportunities for recitals with fancy dance outfits.
Both are good marketing messages. But, they are very different messages because the intended audiences are interested in different things.
Emphasizing features and benefits that aren’t important to your target audience will result in a “why should I care?” or negative response. Emphasizing features and benefits that are important to your target audience will create a more engaging message that will result in more positive results.
When creating a marketing message, focus on WIIFM — What’s In It For Me?
Put yourself in your target audiences’ shoes. What’s important to them? Now use that insight to write a marketing message that will resound with your intended audience.
WIIFM — the key to marketing success
Want help? We’ve helped numerous organizations determine their markets’ WIIFM. We can help you, too.
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