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.