So you have plenty of traffic coming to your blog on a daily basis, promoted the heck out of your blog post where you’re selling your latest eBook, eCourse, but the results aren’t quite there. Why is that?
Chances are within your post you have done an outstanding job walking your prospect through this new product, detailing the features and benefits. Included multiple screenshots if applicable, images that help you explain the benefits (pictures are worth a thousand words).
So What gives?
Here’s the missing ingredient my friend.
You did not write that post with your reader in mind
What do I mean by that? Let’s talk about that.
WIFM (What’s In It For Me) is missing
WIFM is very important and you need to ask yourself this question as if you’re in your reader’s shoes. What’s In It For Them? How specifically is this product going to help them? Why should they read the whole blog post?
We are in the digital age where you immediately need to state what your WIFM is or else the back button will be hit so fast it will make your head spin!
Give them a reason to continue reading.
I am going to tell you a story about how WIFM works
In a prior sales life offline, back in 2003 I sold a type of contact lens cleaning solution that was made up of 3% hydrogen peroxide and a cleaner. I know you’re asking I can’t put hydrogen peroxide in my eye and you’re absolutely right. There is a special case that is used that breaks down the hydrogen peroxide into saline which is gentle and can be put in your eye.
My competitor’s product was different in that their solution was made up of cleaners, chemicals, and preservatives that can sometimes cause issues with the patient’s contact lens wearing experience. Also, you can put this product directly in your eye and it will not sting or burn.
See the most valuable asset an eye doctor has is his chair time. Meaning the time the doctor can see patients and generate revenue. The more patients the doctor sees the more revenue he makes.
Makes sense right?
Now back to the products. My product did not cause any issues with a patient’s contact lens wearing experience and was often used as a “problem solver” for those patients who were having issues with the competitive product.
My product worked really well for those problem patients and doctors agreed. Mind you the product I sold had like 3% of the market where this competitor had 20% market share. I faced an uphill battle and there was one little caveat.
Patients could accidentally put the peroxide in their eye (before it was neutralized) that burned real bad, however did not result in any damage to the eye.
In essence this is why doctors only used my product as a problem solver as opposed to using on everybody.
Seeing how chair time is the most crucial piece to an eye doctor’s business I connected the dots this way.
Let’s say that 2 out of 10 contact lens wearers had an issue with the competitor’s product they were using. That’s 20% of patients in this example, which is a sizeable number in any business.
Now, here is where I made my bread.
That 20% is going to continually take up chair time (additional 1 to 2 office visits) that can be used to see new patients – new business for the practice.
Why not use my product as a problem preventer (recommend to all of your patients) instead of a problem solver, be proactive and prevent problems before they start.
This way your chair is always free to see new patients which can generate additional revenue for your practice through your professional fees and materials – i.e. new eyeglasses, contact lens purchases, etc.
Did every eye doctor get it? No. A majority of eye doctors are not good business people, but for those that did the light dawned on Marblehead and they implemented what I explained above.
I connected the dots. I explained What’s In It For Them.
Are we on the same page? Okay. Good.
Moving along to another example.
As a blogger you need many tools and one of the basics you need to get started is a place to host your blog – web hosting.
There are a number of web hosting company’s you can choose from out there – Hostgator, SiteGround, Blue Host etc., etc.
Now everybody and their brother can be an affiliate for these companies and sell their hosting.
So, now you write a bog post selling hosting (in which you’re an affiliate of) to your audience. You include a video on how to set-up WordPress in one-click, you get a domain name for free depending on the provider, or better yet, if they buy from you, you will set up their WordPress blog for free which includes some basic plugins, last but not least a one-time rock bottom price if you buy in this promotional time period. Blah, blah, blah.
Sounds great right. Sure it does. Will you sell a lot?
It’s quite possible you will if you have a large audience, but not a guarantee seeing how you have a ton of affiliates out there selling the same thing.
Here are a few reasons your customers won’t bite.
- They couldn’t care less about the freebies or what you will do for them.
- You’re like everyone else and trying to sell the same crap in a different package.
- They’re not ready to buy.
- Hosting is something they already have and not looking to switch companies at this time.
- If they wait you will have a better deal down the road.
You didn’t connect the dots….
What do you mean by that?
How specifically is your hosting company going to help me?
- By buying your hosting are you going to help me increase revenue?
- How will this hosting improve my user experience?
- Time is money. Can using this hosting provider save me time?
Again WIFM (What’s In It For Me)
You need to drill that home. Take away all the free stuff and low price and if you can clearly tell your audience What’s In It For Them besides a free coffee mug, then your sales will skyrocket!
The reality is your audience is way too smart and they are looking how your product is REALLY going to help them.
This is how you sell folks! I don’t care whether it’s offline, online, or in outer space. You’re selling to people in business (yes, we are people behind these keyboards) not cyborgs where the rules are somehow different.
We’re not talking about a sale on potato chips where it is buy one, get one free at your local grocery store. In that case deals like that work every day of the week and twice on Sunday!
As a professional blogger you’re always thinking in terms of business or you better be.
I’d love to hear your thoughts. Don’t be shy. Leave a comment when you’re finished reading.
I want to manage your expectations…
If you do a good job of clearly explaining WIFM does that mean that everyone who comes across your post where you’re trying to sell XYZ product or service will automatically buy right then and there?
Absolutely not as it takes multiple times.
Sure there are statistics out there and you know I love statistics if you’ve been reading my blog about you need to be exposed to a product/service 7 to 10 times in a variety of ways before you buy.
Having sold millions of dollars in products I can honestly tell you that does not necessarily hold water from a business-to-business standpoint. It may take 1 time or 50 times and in a lot of cases it takes 20 times regardless of what you’re trying to sell and the medium you’re using to sell it.
Here’s one thing you can hang your hat on.
Frequency x Competence = Results
Meaning if you’re frequently in tune with your audience’s needs, wants, & desires, thus displaying competence in your teachings you will produce results.
That is a wrap on this blog post for this week.
Let The Conversation Begin. Ready…set…go!
What are your thoughts on what we have discussed today?
Did you find this information to be helpful to you? If so, what part?
Please share with your friends.
I am anxiously awaiting your comments. So don’t be shy.