WTFSIC? aka Why the F**k Should I Care?
The average attention span of a consumer today is 8.25 seconds. That’s down from 12 seconds in 2000. That’s also less than the attention span of a goldfish (9 seconds), although I have no idea how they go about measuring that.
Put yourself in your overwhelmed, frazzled, impatient customers’ shoes, and for their sake, ask yourself WTFSIC? every time you create / write / develop / post a marketing message / tagline / tweet / headline / blog / email / or ad.
That’s right. Every time.
If you follow this advice, it should keep you from falling into the trap that businesses so easily fall into –
- talking about your products from your company perspective instead of the customers’.
- describing the product’s features, but not the benefits.
- thinking that a prospect will make the leap of logic that you’ve made in your clever ad, and understand why your product is so great, without you spelling it out.
- assuming that prospects will take the time to click around your website to learn about your product.
- believing that the only thing you have to do to get prospects to give you their email address or request a sales call, is to display a “Learn More” button on your website.
“Learn more”? Seriously. Why would the average adult consumer, who has 360 messages firing at them every day via TV, radio, web, and print media (source: Media Dynamics), take the time to click a “Learn more” button? Even prospects who are actually in the market for your product don’t have that kind of patience.
What they do want is for you to describe your product’s benefits (not features) in a very brief, concise message, using simple, non-buzzword language, in a way that tells them immediately how it will make their life better, starting tomorrow. This goes for the B2B and B2C space (after all, all purchase decisions are made by the same frazzled humans).
Oh, and maybe give them a value-added resource too (like a white paper, an infographic, a how-to guide). Note: I did not say “give them a brochure about your company”. Because that requires thinking. A purely value-added piece will be useful to them and will make it abundantly clear what your product will do for them, right away.
Don’t make them think. Don’t make them click. Don’t make them hunt for where to click. Put the WTFSIC right on your homepage. In fact on every page of your site. Or at the top of your email (or better yet, the subject line). Or at the top of your ads. Make every single wordin your marketing messages be meaningful to your audience. Spell out for them exactly whythey should consider your product.
So, what do I want you to do now?
Every time you craft a marketing message, stop after every sentence and ask “WTFSIC?” It will force you to think from your customers’ perspective (after a while, this becomes embedded in your thinking process) and craft marketing messages that get them to take action. And ultimately sell more of your product. Because that’s why you’re in business, right?
If you need help crafting concise, meaningful, compelling marketing messages, websites, blogs, or graphics, give me a shout. This is what I do best. But be prepared to hear WTFSIC a lot.