How to get buyers to care about your product

“Your audience cares about what’s in it for them, not you. How can your product help me? How can it make my life easier? How can the product save me money? That’s what people are interested in – themselves. Make sure your communication aligns with that universal mindset.” 

Excerpt of the Month from Lonny Kocina’s book,The CEO’s Guide to Marketing

Self-serving marketing content is a very common mistake. Telling people what makes your product great, without acknowledging their needs, is one of the fastest ways to lose their interest. To get buyers to want to spend their money on your product, your content should always answer this question: What’s In It For Me? (WIFM). 

One of our clients sells a slow-fermenting dietary fiber. Why should people care that it is slow fermenting? Here’s the WIFM: It won’t cause additional bloating and gas when they consume it. They’ll probably feel more comfortable. Their clothes may even fit better. And they won’t be worried about having embarrassing gas while in public. 

Another example is our Pay Per Interview® pricing model. Why should clients care about how we charge for media placements? The WIFM for marketing directors is that this pricing model can make them look good to their teams. They can show that what they spent yielded tangible results. Another WIFM: They may even get trusted with bigger budgets the following year.

“The CEO’s Guide to Marketing” will walk you through the same six-step Strategically Aimed Marketing (SAM 6®) process we use at our agency. It’s the same step-by-step process Lonny will teach an audience of public relations and marketing professionals at the national PR University, where the event’s focus is on best practices. SAM 6 is simple. It’s easy to understand. And it will help you keep your messaging on point, every single time.

It’s exciting that companies now approach us for marketing services after first reading “The CEO’s Guide to Marketing.” They’ve done the pre-work and now they see opportunities for us to work together as part of their creative team. Often, this means we fill in with skills that their teams may not have. If you’d like to learn more about what this might look like for your business, call us at 952-697-5269 or complete our contact form.


Written by Robin Kocina

Robin Kocina is a proven marketing industry leader who has been instrumental in growing Media Relations Agency, a top performance-based PR agency, from its inception in 1987 to its current status as a successful integrated marketing agency with international clientele and multi-million dollar revenues. As President, Kocina now concentrates her efforts on the agency’s direction and fiscal growth, as well as new business development in the company’s Minnesota and Florida offices. Kocina’s financial acumen is evidenced by her recognition as a Top Women in Finance Circle of Excellence (Finance & Commerce, 2013) as well as Top Women in Finance (Finance & Commerce, 2010). A highly regarded community leader, Kocina believes strongly in sharing her marketing and leadership skills through community service. She served as chairman of the board for Depart Smart. She also serves on the Leadership Board for the National Federation of Independent Business, and actively involved with the Women’s Presidents Organization. She is a past board member and Chairman of the Board for WomenVenture. Robin is the recipient of numerous honors for her leadership and community involvement: Inductee into the Women Business Owners Hall of Fame (2018); Exceptional Businesswoman Award (2016); Volunteer of the Year (Bloomington Chamber of Commerce, 2010); 25 Women to Watch (Minneapolis/St. Paul Business Journal, 2008); Upsize Lifeline Award (Upsize Magazine, 2008); Standing Ovation Award (Minneapolis/St. Paul Magazine, 2006) and Luminary Award (National Association of Women Business Owners, Minnesota Chapter, 2005).

WordPress Video Lightbox Plugin