By Stephen Rhodes

When you approach a potential client about doing business are you ready to answer WIIFM? “What’s in it For Me” is the closer. Without it, you don’t have much of a pitch.

Depending on your business, what’s in it for me can take many forms. It’s cheaper, faster, smarter, more effective, includes a great gift, fits your lifestyle, exclusive, provides hours of pleasure, saves time, saves money, is more convenient, new and improved, keeps on ticking… I think you get the idea…it’s the why I should buy your product of service.

So, why do so many people have trouble with such a simple concept?

Think of it as your elevator speech.

It must be BRIEF -50 words or less and in plain English and not some marketing blather that sounds good but says nothing. Tell me what you do and WHY I need your product or service? Be clear, specific and honest. There must be a compelling reason for people to switch from your competitor(s) so the why I should choose you is the most important question to answer.

BE POSITIVE – Fear was once a great motivator. Who wants ring around the collar? Today it’s too easy for people to find solutions on the Internet. Tell people how you’re going to help them and not what might happen if they ignore your sage advice.

It’s a simple question. What’s in it for me?

Reposted from The Marketing Pad

Stephen Rhodes is President of The Marketing PAD, a full-service strategic communications and marketing company. Read Blogpad or visit