Comments on: Two Questions That Matter Most http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/ Small business marketing blog Sun, 22 Nov 2009 02:06:52 -0500 http://wordpress.org/?v=abc hourly 1 By: Paul Keetch http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/comment-page-1/#comment-15824 Paul Keetch Thu, 19 Jul 2007 16:40:54 +0000 http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/#comment-15824 Great post! When I write copy I try and think of these two questions that would appear in the "thought bubble" of my potential customer: 1. WIIFM - What's in it for me? (Or, what emotional need of mine will this product or service satisfy?) 2. WISGAT - What is so good about that? (Or, how is this particular product or service going to satisfy that need [see above] in a way that is more relevant to me than a similar product or service?) - Paul Great post!

When I write copy I try and think of these two questions that would appear in the “thought bubble” of my potential customer:

1. WIIFM – What’s in it for me? (Or, what emotional need of mine will this product or service satisfy?)

2. WISGAT – What is so good about that? (Or, how is this particular product or service going to satisfy that need [see above] in a way that is more relevant to me than a similar product or service?)

– Paul

]]> By: The Information Marketer’s Hotsheet #38 « The Information Marketer’s Hotsheet http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/comment-page-1/#comment-15553 The Information Marketer’s Hotsheet #38 « The Information Marketer’s Hotsheet Wed, 18 Jul 2007 14:49:23 +0000 http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/#comment-15553 [...] 3. Two Questions that matter most http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/ [...] [...] 3. Two Questions that matter most http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/ [...]

]]> By: Vikram Rajan http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/comment-page-1/#comment-14627 Vikram Rajan Thu, 12 Jul 2007 18:31:32 +0000 http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/#comment-14627 Write out successful client ANECDOTES: 1. in their words, ASPIRATION/ADVERSITY: 2. in their words, your ADVICE/ACTIONS: 3. in their words, ADVANTAGE/ACHIEVEMENT: For more emphasis & suspense, flip the order of 3 & 2. You can say the whole anecdote in less than 10 words: Start with 100 words (30 x 3), then underline the most important 30 (10 x 3)... and then 10 (3 x 3)! Great blog. ~ Vik Rajan PersonalBrandMarketing.com Write out successful client ANECDOTES:

1. in their words, ASPIRATION/ADVERSITY:
2. in their words, your ADVICE/ACTIONS:
3. in their words, ADVANTAGE/ACHIEVEMENT:

For more emphasis & suspense, flip the order of 3 & 2. You can say the whole anecdote in less than 10 words: Start with 100 words (30 x 3), then underline the most important 30 (10 x 3)… and then 10 (3 x 3)!

Great blog.
~ Vik Rajan
PersonalBrandMarketing.com

]]> By: HipHint » Get Into Your Client’s Brains http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/comment-page-1/#comment-14609 HipHint » Get Into Your Client’s Brains Thu, 12 Jul 2007 11:45:08 +0000 http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/#comment-14609 [...] Duct Tape Marketing These icons link to social bookmarking sites where readers can share and discover new web [...] [...] Duct Tape Marketing These icons link to social bookmarking sites where readers can share and discover new web [...]

]]> By: John Stone http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/comment-page-1/#comment-14597 John Stone Thu, 12 Jul 2007 06:22:42 +0000 http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/#comment-14597 Great stuff. I often try to sketch out a customer journey, 6 to 10 steps they go through, one step that my product could intersect. I then place these thought bubbles at each step. Scanning the thought bubbles often reveals an emotional peak. Great stuff. I often try to sketch out a customer journey, 6 to 10 steps they go through, one step that my product could intersect. I then place these thought bubbles at each step. Scanning the thought bubbles often reveals an emotional peak.

]]> By: Terra Andersen http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/comment-page-1/#comment-14591 Terra Andersen Thu, 12 Jul 2007 04:55:17 +0000 http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/#comment-14591 Great advice! I often tell my clients this same thing, and it's very true. *=) Great advice! I often tell my clients this same thing, and it’s very true. *=)

]]> By: Angie Hartford http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/comment-page-1/#comment-14575 Angie Hartford Thu, 12 Jul 2007 00:28:34 +0000 http://www.ducttapemarketing.com/blog/2007/07/11/two-questions-that-matter-most/#comment-14575 I love this post. It's not about the voices in my head, it's the voices in my customers' heads! I love this post. It’s not about the voices in my head, it’s the voices in my customers’ heads!

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