Recently I conducted a session on creating an “elevator speech” for a group of individuals in the P.I.T.S. (People In Transition Society – those people out of work), which I am sort of a member as well. While doing some research on building an elevator speech, I came across the acronym that was dubbed “radio station WII-FM.” What’s In It For Me.
I told the group that when they develop their “elevator speech” they should always think of the person that will be hearing the speech and create the content based on what is important to that person. From the listener perspective, what is in it (i.e., what you are saying) for me?
Paul David Madsen, author of “Laid Off and Loving It for 2010: Rebuilding Your Career or Small Business with Social Media’s Help” takes the concept of an elevator speech and places it into a 140 character “Twittervator SpeechTM.” Madsen says that a Twittervator Speech is taking an elevator speech combining it with Rosser Reeves USP (Unique Selling Proposition) about yourself and using it in person, in tweets, LinkedIn updates, and other social media tools. It should cause the listener to know what you do and then ask “How do you do it?”
So how does WWII-FM fit into your marketing program?
Still the foundation of the Twittervator or elevator speech is “What is In what you are saying, important to the reader or listener?” Is this any different than what you should be doing in all your forms of marketing? Of course it isn’t. Your web site, YouTube channel, blogs (like this one), social media channels and of course the interruptive traditional media – printer, direct mail, electronic, etc. – should all have the message written in such a way that it appeals to the consumer/prospect for the solutions your company can offer.
Notice, I did not say for your “products and services.” Truth be know, no one cares about your products and services except you. Consumers, buyers, prospects are looking for solutions to problems; whether that is making a purchase decision or solving a business problem. find out what is important to them and craft your message to that need.
Create content and navigation for your web site based from the point of view of the reader. Not what you think might look good, your agency, or your CEO thinks is what is important. Once a visitor lands on your web site, will the content and navigation help that person browse and find the solution they are looking for? Or, like most web sites, will that visitor be confused as to why they are there and what you are offering? Same goes for other marketing messages you are sending out. Do they meet the needs of the recipient. Unless you have one product and only one target market, your message needs to change for each market you intend to reach.
I had a classic example confront me when I started working at a banking software company. I was guilty of developing trade show booth graphics and displayed the the company slogan big and bold, “The high-tech check company.” At my first show with the new booth I knew I had made a mistake when someone asked me “what type of checks do you print?” That was taken care of when the company and the products were re-branded more in line with what the products did and what the company actually provided. I basically failed to know what the consumer for the solutions our company offered really wanted.
So next time you are creating a marketing campaign, do the research of what the target market for your message is looking for and craft it to the needs of that market. What do you think? Are your current marketing tactics written based on what you think or what you really know are the needs of the audience?