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* THE SINGLE MOST IMPORTANT QUESTION IN MARKETING
   Make sure your marketing messages are on target.

 

* COLLECTOR'S DISCOVERY ZONE

   See the latest works by our artist members!

With every message you put in front of your prospective clients, you should carefully consider your customer's needs and wants.  The best way to do that is to put yourself into your client's shoes and ask, "What's in it for me?"

I've been in marketing a long time and although I’ve always instinctively understood that all marketing must be considered from the client's point of view, it's only within the past couple of months that I've noticed people discussing the WIIFM (What's in it for me?) question.

I like the concept, WIIFM.  I've started approaching every blank piece of paper with the question WIIFM?

People buy for their own motivations, not yours.  So, your marketing must present yourself and your art in the shadow of WIIFM.

For example, let’s say a fictional artist bio reads, "John Q. Painter grinds his own pigments."

WHO CARES?  This kind of statement does NOT tell the customer WIIFM.  It tells them a fact that John Q. is proud of.

So ask yourself WHY would this fact matter to the client?  Let's assume that grinding his own pigments results in paintings with colors that are deeper, richer and last longer.  So we might change the bio to say something like the following:

When you own one of John Q's paintings, you'll enjoy a masterpiece that exhibits color and depth far beyond the average oil painting...in addition, your new family heirloom will last for generations.  This is due to the fact that unlike most average painters, John takes the time to painstakingly grind his own pigments.

You see?  Now we've considered the fact from the point of view of the customer and asked, "What's in it for ME?"

Make this one change in all of your marketing and sales efforts and you'll be astounded at the results.

Sincerely,

Clint Watson
Software Craftsman and Art Fanatic 

PS:  OK, so I might laid it on a little thick in the sample rewrite of John Q’s bio, but you get the idea….for more ideas about art, marketing, inspiration and fine living, visit my blog at: