The Best Marketing Advice I Ever Received

Many years ago I attended a marketing seminar put on by a self-made marketing guru and entrepreneur. I have to admit, this was a seminar I reluctantly attended. If you are like me, I used to look at these invitations to these things as a nuisance, and not an opportunity.

So, as a favor to a friend, I attended the half-day seminar with him.

After 5 minutes into the day, I knew it was well worth my time.

You see, I received a lesson that I have never forgotten. Something so simple, so valuable, that it has served me faithfully for my business and my client’s businesses for all these years.

And it is something we overlook every day when we put together a new marketing campaign. It’s also something we overlook when we are developing our marketing plans.

Is it a slogan?

No.

How about a tagline?

Nope.

A feature?

No way.

It’s got to be a benefit, right?

Sort of.

You see, most of us know about the difference in features and benefits. We do want to promote the benefit before we promote features of our products or services. Features can help establish credibility with your customer. Benefits can sell them on your product or service.

Your potential customers are asking themselves one question and not really know they are asking it.

W.I.I.F.M.

They ask themselves “What’s In It For Me?”

Answering that question with your headline, tagline, slogan, whatever you want to call it, or present to the prospective customer is the difference between wild success and a mediocre marketing strategy.

And that’s what the instructor so vividly demonstrated to me that day.

A tagline, slogan, or slapline defines your business by capturing the essence of your mission, promise, or brand.

Here are a few flat taglines I’ve seen over the years…

• Denny’s. A good place to sit and eat.
• We try harder. (Avis was successful, but trying? Really?)
• We’re Exxon
• Drive one. Ford.

No compelling message. No benefit. And what if you ask yourself, what’s in it for me? Denny’s slogan, really? Is that what I really, really want? A place to sit and eat?

What about the Avis slogan? We try harder? Now that one really get’s me excited and need their service. I don’t want someone who try’s. I want a company that does!

Here are a few great examples of the W.I.I.F.M. approach.

• Tastes great. Less filling.
• Melts in your mouth, not in your hand.
• Takes a licking, and keeps on ticking.
• Have it your way.
• When your package absolutely, positively has to be there overnight.

And one of my all-time favorites that built an empire…

• Fresh hot pizza in 30 minutes or less, or it’s free.

This is a very powerful, compelling, and concise offer that answers the question in the consumer’s mind. What’s in it for me?

As a Sigma Pi pledge, this wasn’t obvious at the time but became very clear to me in years after graduation.

In my mind, I was already committed to pledging another Fraternity during rush. My high school friend was part of another fraternity. Looking back, they took my pledging their fraternity for granted. They didn’t rush me too hard. 

My perception at that time was a Fraternity was a social club. Who wouldn’t want some organized social events as a young man, right?  During rush, a friend of my now-wife suggested I check out the Sigma Pi house down the street, so I did.

Immediately I was approached by two of the active members and they greeted me very positively. They seemed to want to get to know me, not just interested in another body to add to the monthly income for the house.

I’m not sure if they knew it at the time or not, but they were marketing the Sigma Pi house to me in a way that connected deeply. They told me about the “benefits” of joining the house…. They spoke to me like I mattered. Benefits like structure, sports, social events, long-term networking, etc.

Back then, competing at sports was very important to me. Social events were actually down lower on my priority list.

I think the active members “marketing” the house to me figured that out very quickly…. What were the important points for me?  They did a nice job explaining the intermural activities and house goals. They were selling me on the “benefits” of joining Sigma Pi as opposed to the “features” like parties, fun, girls, etc. 

That year, I played a lot of sports in intramurals. My pledge year began our string of winning the university intermural championship for many years in a row. Maybe one of the “benefits” sold to me was their desire to win the trophy, I don’t recall, but looking back, we had a lot of great athletes in the house. If it wasn’t sold to me, it became apparent.

The other house I almost pledged? They were middle of the pack athletically. A big social house. I’m sure there were great folks involved, but to this day, our Epsilon-Nu Chapter is one of the closest Alumni groups in the country. 

Knowing those guys today, promoting WIIFM attitude was a natural activity for them. These guys are some of the best salesmen and marketers I know to this day. It was instinctive.

You too can connect with people in the Fraternity or in you career if you learn to promote benefits, not features.

Leaders lead with being a great example and promoting benefits. People look for benefits to solve their problems. My challenge back then was to be part of a like-minded group of guys. 

The Sigma Pi Fraternity is a great networking opportunity for like-minded people. Be sure to ask your network how you can help. Better yet, find out their pain-points and offer solutions to their problems…. Provide a benefit.

Remember, your headline, tagline, or offer (essentially your brand) needs to answer the question WIIFM, make a compelling proposition to the consumer or even pledge, and offer something your competitors do not offer.

Until next time, keep thinking creatively!

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