What’s the 1 surefire thing on your mind when:

1.  Someone is talking to you?
2.  You’re watching an advertisement on TV?
3.  You receive a job offer?
4.  Your woman asks you for money?
5.  An employee asks for a raise?

The only thing on your mind is:  What’s in it for me? aka WIIFM.

The WIIFM Principle is simple.  Create more perceived value to the consumer than their money’s value is perceived to them, and you’ll sell them your product.  It’s that easy.

How do you do it?

Ah, even easier.  Here’s how:

1.  Discover what the customer needs. Before you create the presale page, pitch, etc., understand exactly what the customer wants.

2.  Figure out a maximum amount that the customer is willing to spend on the offer. You can do this by analyzing how capital intensive the customer is, how badly they need the offer, and what your competitors are offering the product for.  Once you have a roundabout number, fix your price approximately 20% below their maximum spend.

B2B Pricing Note: For B2B services, identify the spending power of clients you’d like to take on.  For instance, Rick Del Rio at Limelight CRM focuses on medium-large direct response marketers.  He set a barrier to entry of $3,500 to setup an account with a recurring fee of $800 a month.  This pricing point is reasonable for Direct Response advertisers.  I personally would pay $4500 maximum for the initial setup and $1,000 a month.  Rick is on point with his pricing.

B2C Pricing Note: Set a fixed price in this vertical.   i.e. LexingtonLaw.com is in the business of selling credit repair services.   They have different tiered services with fixed prices.  The pricing points are tailored for multiple income brackets.  Good move on Lexington Law’s part.

3.  Highlight in bold what’s in it for them. On your landing page create bullet points, not long drawn out text.   Here are some examples:

A targeted consumer looking to get buffed up for summer would instantly recognize these benefits:

A targeted consumer looking to drop a few pounds over the summer would instantly identify with these benefits:

4.   When you talk to the client, talk exclusively about their interests. “Oh, you’re interested in buildling your business? That’s awesome!  Please tell me more about your business and how you’ve done so well (people love compliments, their egos will soon become reliant on you)?”  Engage people by focusing exclusively on them.  It’s classic Dale Carnegie How To Win Friend and Influence People psychology.  When a client attempts to talk about you, quickly turn the focus of the conversation back on them.  Don’t worry, they’ll happily oblige :)

Remember the WIIFM Principle next time you have a conversation with a client.  The entire time your speaking to them, they’re wondering 1 thing:

What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me?What’s in it for me?  What’s in it for me?  What’s in it for me?What’s in it for me?  What’s in it for me?  What’s in it for me?What’s in it for me?  What’s in it for me?  What’s in it for me?What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me? What’s in it for me?  What’s in it for me?  What’s in it for me?What’s in it for me?  What’s in it for me?  What’s in it for me?  What’s in it for me?  What’s in it for me?  What’s in it for me?

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