Many websites unconsciously ignore ‘The Iron Law’ of Marketing. They begin by explaining features about the company, e.g. how long they have been in business, what their premises look like, etc. The reality is that most visitors to your website could not give a hoot about the features of your company! What they essentially care about is WIIFM.
WIIFM stands for ‘What’s In It For Me’. It is ‘The Iron Law of Marketing’. Unless visitors to your website can quickly see what your business can do for them, the chances are that they will be gone quickly, typically in seconds. Once they are gone, they are gone – probably never to return.
WIIFM – ‘What’s in it for me’. Are we really so self-centred? Well, yes, I am afraid that we are. Please don’t feel guilty – it is just the way we are hard-wired. Sure, farther down the line, we care about others. However, first and foremost, we are concerned about how we survive and thrive. That is simple evolutionary common sense.
If you want your visitor to stay on your website, you require heeding ‘The Iron Law of Marketing’. You need to give your visitors WIIFM – ‘What’s in it for me’. However, the absurdity is this: the ‘me’ shouldn’t be you (i.e. your premises, etc.). It should be them – your visitors.
You need to put yourself in your visitors’ shoes and address what they are interested in, what they might want, how you may be able to help them.
Most corporations are concerned to get ‘targeted traffic’ (i.e. potential clients to their sites) through SEO (Search Engine Optimisation) and other clever stuff. Moreover, this is important – very important indeed.
However, if most of your prospective clients leave your website in a few seconds, isn’t that just a little bit silly? (And we have all done it, me too!) Isn’t that instead of like filling a bucket with water… which just runs out of all the holes in the bottom?
It is not rocket science! We simply need to show visitors to our websites the benefits of doing business with us. Moreover, we need to do it in a fun, interesting manner.
If possible, we should pack our websites with ‘Gifts’, so that visitors derive immediate benefit. One of the most valued gifts is FREE information which you give to your visitors and which will help them.
I am amazed when I see websites created and run by people ten times more clever than me… yet doomed to failure because they broke ‘The Iron Law of Marketing’ – WIIFM, ‘What’s In It For Me’. Often it just needs a change in focus and some alterations for your website to be much more successful. If you disregard WIIFM, it will become your worst enemy. If you take heed, it will become your best friend.