"Why? Why you? What's in it for me?"(Offering a solution-based answer)

I got a call recently -- someone got my name out of the Yellow Pages. He asked if I did Graphic Design and then asked: "How much do you charge for a brochure?"

Now it's perfectly understandable why he would approach me this way -- he doesn't know me, doesn't know my company, doesn't know our work, and has nothing to base his decision on other than price.

In other words, to him I was just a graphic designer -- a commodity service.

So my reply was, "Well, it depends on the brochure. But tell me first, what do you want to do with this brochure? Why do you want it? Who will receive it? And what do you want them to do as a result of receiving it?"

We then entered into a ten minute discussion where I was able -- by asking questions and sharing some information -- to learn much more about his business and what kind of marketing issues he's facing. Turns out his purpose for the brochure is to introduce his furniture line to retailers (who might not know him).

At issue here, then, isn't really designing a brochure at all -- it's helping him develop a good tool to get his furniture line into retail stores.

Now, I don't know enough to advise him wisely yet. But for sure, we will have some more conversations about this; and I promise I'll do my very best to help him achieve his goal.

What I did in this conversation was to drill down to gather enough information so that in the end we might be able to solve his issues with a better solution than just a brochure done as inexpensively as possible (which, in the long run, is much more costly -- but that's a topic for another discussion).

Now, in his eyes, I'm not just another graphic designer. I'm a valued marketing communications consultant.

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But enough about me, what's in it for you?

Admittedly, so far this little story might seem like a "so what" to you.

But is it? Isn't this story really the basis for all successful sales... and all successful marketing?

It demonstrates that for every successful transaction there needs to be a trading and sharing of enough information to ultimately provide the answer to the buyer's burning question: "Why? Why you? What's in it for me?"

In the story above, I did this by making myself more than just a commodity. instead I was an interested consultant; and my concern for my potential client and his marketing issues makes my services far more valuable than just "how much?"

And then, should we do business together, my lesson for him will be showing how to get better sell-in by taking into consideration the needs of his client (the retailer). I will help him distinguish himself as more valuable by making sure all his communications efforts answer his buyer's burning question: "Why? Why you? What's in it for me?"

And now you'll always do your best to answer your client's "Why? Why you? What's in it for me?" questions too, won't you?

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But enough about you, what's in it for them?

Here's a little something to help you get started on the "solution-based answer" road.

Work on your "audio logo".

This is what you say to someone when asked what you do. Instead of answering "I'm an accountant" or "I have a packaging company" or "We make glass vials ", try to create a message that's more solution-based. It should be a simple phrase that identifies your audience and and answers the question: "Why? Why you? What's in it for me?"

My own audio logo is usually a variation of:

"I help small- to mid-sized companies who want to crank it up to the next level, find better ways to distinguish themselves." (Thisis what I told the furniture manufacturer during our chat.)

A good audio logo works better because it hits a nerve.

It helps people identify themselves as a potential customer ("small- to mid- sized companies"), the nature of their problem ("who want to crank it up to the next level") and it offers a compelling solution ("better ways to distinguish themselves").

The closer to home it is for the person hearing it... the more he can identify with it... the more desireable and memorable it makes you. It then distinguishes you in his mind as something other than "just a commodity". It makes you a valuable resource for solving his issues.

Here's a formula you can use to create a good audio logo for yourself. Try it now... (You fill in the blanks).

"I help (your target audience), who want (what's their problem), get (what's your solution)."

This is a very easy-to-use formula that can work for any service or product, but your audio logo doesn't have to follow it exactly. The part that's important is that it provides the promise of a solution to a problem that they might have. It answers: "Why? Why you? What's in it for me?"

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The audio logo does more than just answer their question. It helps you too.

The audio logo is a powerful tool. It works because it clarifies who you help and what problem you can solve for them.

But it does more than that -- it clarifies your product or service for you too. Because the audio logo conveys a clear promise, you are now committed to delivering what you say you will -- a better solution.

And from that moment on, you won't perceive yourself -- or allow yourself to be perceived -- as just a commodity ever again. You'll become a valuable ally and solutions provider who can always answer each and every customer's burning question...

"Why? Why you? What's in it for me?"

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Want more?

More tips and insights useful to everyone who's trying to market a product or service are contained in Mr. Gorman's entertaining, helpful and informative paper:

"Ten Marketing Secrets for Building a Sexier Brand"

For a complimentary copy, go to: http://www.agcd.com/order/orderform.html or e-mail back a request, including Name, Company, Address and Phone.

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