"Canyon's marketing strategies makes them an invaluable part of my marketing team." 
"Canyon has been instrumental in launching our new brand." 
"We couldn't ask for a better partner ourselves - their..." 
While reading Made To Stick by Chip and Dan Heath, I found reinforced insight in their section on “Appealing to Self-Interest” (Chapter five) and their take on “WIIFY” (what’s in it for you). They stated that WIIFY should be a central aspect of every speech—and I agree!
Inspired by the Heath brothers, here are three ways to add more WIIFY to your B2B marketing strategy:
- Spell it out for your customers or prospects. Succinctly, connect the feature you describe to how it will benefit them. Why go through four bullets before you say what’s really in it for them? It should be first.
- Remember that “you” is the most engaging word in the English language. Consider a project you’re currently working on. Is it “you” focused? Can you work in some more “yous?” Try it. It’s always about your customers and prospects, not you. As the Heaths say, even subtle tweaks can make a difference.
- Lastly, let your customers and prospects imagine what it’d be like to use your product or service. Here you can use “you” again, but add some more punch to how they’ll benefit by letting them imagine how they’ll feel during or after using your product/service. Will they feel less stressed? Will they save money? Let them picture themselves using it and they will.
Want more? Read Made to Stick. You might also like Chip and Dan Heath’s newest book titled Switch: How to Change Things When Change Is Hard.
How many times did I say “you” in this blog post?
Posted in + communications + WIIFY
[...] This post was mentioned on Twitter by Tiffany Franquemont, Canyon Comm. Canyon Comm said: Great read! @cherylj24 Three ways to add more "WIIFY" to your B2B marketing strategy http://is.gd/elMn7 [...]
I love the reminder about the word ‘You.’ One of my fav client campaigns is the ‘YOU NEED Horizon’ campaign. Now I remember why it works so well!
Great post. You really “get it!”
[...] this new site? Provide a quick synopsis on what they can expect and what’s in for them (remember my WIFFY post?) Use this opportunity to start building some buzz about your site succinctly. Remember, people [...]
[...] What’s in it for your audience? How can you tie in what’s in it for them in your mini-spiel? Will they ultimately save money? Will their life be less stressful? Always be thinking about the WIFFY and how you can tie it into your message! [...]