The “WIIFM” Approach: Should This Rule Ever Be Broken in Business Marketing?

“Thou shalt not talk about thyself in marketing messages. Thou’s customers only care about what’s in it for thy own self.”

Or so says the gospel according to Mark (-eting experts, that is).

I’m a fan of this approach. But a recent client experience has shown me just how wrong assumptions can be.

I have had the pleasure helping a client express itself using a unique voice. The voice emerged after the client completed an extensive look at its brand.

During this brand exploration, the team also determined that said client’s customers wanted to know more about the company. More specifically, customers wanted to know who the people they worked with daily were. Personally.

Okay, I thought. But when asked to help with their newsletter, I decided that I knew best. No one could possibly care about the people at the company. After all, the gospel says they only care about what’s in it for them…right?

Wrong. We’ve included customer-focused stories about products. Customer-centric service articles. Links to articles that customers are sure to like. A whole lot of information about “what’s in it for me.”

And…nothing. But the newsletter gets opened. And it gets plenty of unique clicks. So what do the customers link to?

Employee profiles. Links to pics of the receptionist’s new baby. Links to the CEO’s own blog. Stories about employee participating in charity runs and golf tournaments. And the most clicked on link ever? A picture of the dog that an employee had just adopted from the Denver Dumb Friends League.

Branding expert Anastasia Toomey of Agency Zero says it’s time that brands start knowing their customers.

“Don't assume! Everyone thinks that in today's world, consumers are more fickle than ever and they don't really care about you. Ask them!” she says. “When you talk to your customers on a regular basis and decide to become a learning organization, you will learn a whole new world about your brand its relevance.” 

So what’s the takeaway? Says Anastasia: “Engage with your customers and you will learn what they love, why they stay with you, what more they want from you, and how you can help them spread the word about you.”

My advice? Know the rules (a quick google search with supply you with, oh, about a billion). But get on with your bad self, and know when to break them.

Three Steps that Can Help You Become a Freelance Marketing/Communications Writer

Getting started as a freelance writer isn’t as difficult as you might think. You just need to break the steps down into manageable chunks.

I’ve been a full-time freelancer since 2011. It didn’t happen overnight. I prepared for this role for three years before coming out of the corporate closet.

So I’ll assume that 1) you’re a decent writer; 2) you enjoy writing for someone other than yourself; and 3) you’re willing to work hard.* If you’re nodding your head yes, then consider these tips.

1. Read The Well-Fed Writer by Peter Bowerman. Bowerman says he can take you to “financial self-sufficiency as a freelance commercial writer in six months or less.” Bowerman covers everything: From deciding if it’s a good fit to setting up your office to how much to charge—hell, he even covers lifestyle, attitude, ego, and more.
   
   Bowerman doesn’t teach you how to write, so depend on the classics and their contemporaries (think Zinnser’s On Writing Well, anything by copywriter Bob Bly, Ann Wylie, Ragan’s PR Daily, the entire CopyBlogger website…to name a few.)
   
2. Dedicate yourself to freelancing. Once you’ve decided to do it, make yourself legit. This might mean setting up an LLC, opening a dedicated bank account, and naming your business. Business cards can be helpful, as can having a business email address (clients will balk at your "sugarmama01 at aol.com" address).
   
   At the very least, you need a portfolio of your best writing samples. It’s easy and cheap to put your portfolio online or create a website (I’ve used free resources like WordPress and Wix). If you have the funds, find a great web designer** who focuses on function and form.
   
3. Tell everyone that you’re a freelancer. Think of all of your contacts as being sources for potential clients. I’m talking co-workers, aunts, in-laws, colleagues from 15 years ago, college buddies, college professors, high school friends, friends of friends, neighbors, your favorite barista, your podiatrist—you get the picture.
   
   And yes, this also means…networking. If you’re like me, and your networking strategy is finding the one person you know and talking to him or her as long as they can stand you, try getting involved. My role as Membership Co-Chair at the Colorado Healthcare Communicators has forced helped me meet some great people. And some of those people need freelancer writers.

There you have it. Three things that helped me launch my career. I hope they help you as well.

Thoughts? Comments? Suggestions? Please share.

 *Freelancing is hard work. Writing well is even harder.

**I can refer you to some great designers. An added bonus? Designers often need writers. Just the kind of people you’ll want to know.