Creating the right unique value proposition (UVP) can be a complex job with all the choices and factors involved. Even though it isn’t easy, there’s a simple factor that you can look at to help you polish your UVP and make it more recognizable for your customers. It’s the ‘What’s In It For Me’ factor, otherwise known as WIIFM.
To test this factor – Your UVP should answer the question ‘What’s in it for me?’ in a way that people can instantly relate to. If it does that, you may have found the right UVP.
When asking the WIIFM question, the answer should clearly emphasize the benefits of your offer and explain briefly how your product or service is different from those of your competitors. Your WIIFM factor needs to demonstrate how your offer meets your customers’ needs better than anyone else.
Why Your Customers Ask WIIFM
Every day, your customers and prospects are exposed to thousands of marketing messages. Whether you’re on the internet, watching television, listening to the radio, you’re absorbing these messages. Today we all receive more messages than ever before.
In the past, marketers had more time and space to present messages. Customers had time to discover it for themselves. Today, the message needs to speak louder, clearer, and faster because of technology and the exponential rise in the number of messages received every day.
‘What’s in it for me’ is the deciding question that customers ask when they encounter a marketing message such as yours. If the answer isn’t given quickly and satisfactorily, they’ll move on to the next available choice.
Focus on Benefits
The central theme of your message should be the benefits you offer. Benefits are not the same as features and this is easy to confuse. When you talk about benefits, you don’t describe the features of the product, such as what it does. Instead, focus on describing the results or transformation that the customer experiences by using the product or service. In other words, explain how it solves their problem or helps make their lives better.
Your WIIFM answer is what a potential customer is looking for when they meet your Unique Value Proposition.