Experienced marketers know that there’s one surefire way to attract attention. It works for customers. It works for prospects. It works for suppliers. It works for employees. And it’s simple to make it work for you.Here’s the surefire secret: Tell them what’s in it for them.
And don’t be shy.
* Show them why it’s a great deal
* Explain how it offers competitive advantage
* Demonstrate the superiority of the product
But as reliable as this principle is for getting your audience’s attention and communicating with them, there’s a corollary that you can’t ignore: What’s in it for you.
Brian Clark at Copyblogger offers his take on the importance of this principle in yet another well-reasoned treatise. His contention: Our inherent skepticism will overcome even the most alluring value proposition without an explanation — if it sounds too good to be true it probably is.