Here's why you need to tune into WII FM!

You work day in and day out on content building and copywriting. If I may suggest, you shouldn’t listen to your playlist while working - tune into WII FM instead. No, it’s not a new radio station – it’s the What’s-in-it-for-me syndrome. 

As  marketers, we need to always focus on benefits, instead of features.  The only thing that will get your customer’s attention is when the message is aimed directly at them – their interests, their concerns, their lives.

So you’ve created an extraordinary product, great! All you need to do now is to tell the world how amazing it is and you’ll be rich, right! Wrong.  Let me explain it with a simple example. Say you’ve created a Smartphone, a breathtaking one at that. It is packed with everything you thought your customer could wish for. 

You come up with your first marketing campaign and list out the all the amazing features of your phone: 13 megapixel camera, Android 5 Lollipop, 3 GB Ram, 4000 mAh battery, A 6 inch screen, Dual-front facing speakers and Qualcomm® Snapdragon™ 805 quad-core 2.7GHz processor

You create a bespoke marketing campaign and invest money in all the different digital media and you launch it. It fails.

Why?

Truthfully, your customer doesn’t care about your product. They just care about what it will do for them. While creating content, you need to paint a picture for them – of life with the product, and of life without it. People need to know WHY they should buy it, not WHAT they should buy.

Now, if we use the same Features listed above and tune into WII-FM, this is what it will look like:

Features	Benefits
6” inch quad HD display	Perfect for getting work done, playing games and watching movies with stunning clarity
Dual front-facing speakers	More sound to hear – dual front facing speakers provide
Qualcomm® Snapdragon™ 805 quad-core 2.7GHz processor	Provides fast-multitasking and brilliant graphics
4000 mAh battery	Allows you over 24 hours of phone time, so you won’t need to bring a charger with you everywhere you go

I think it is safe to say that in the above table, the second column looks more attractive and potentially effective than the first one. While this is a very basic example, I hope you understand the gist of what I’m trying to convey.

It is important for us content writers to tune into the WII FM, and to always prefer Benefits over Features.