Why?

As I was enjoying a barbeque at Dairy Queen the other day, I noticed a bumper-sticker-sized sign on the door. “Like Us on Facebook. Eau Claire. DQ”

Really? I thought. Why? What’s in it for me to do that? What’s in it for anyone to do that?

Similar to many merchants who are on Facebook, the management at this Dairy Queen was following the suggestion to encourage customers to “Like us on Facebook.” Management dutifully copied the text that was recommended, printed a sign, and posted it where customers could see it. Perhaps this was actually a bumper sticker that was handed out, too. Of that I’m not certain.

I do know that management did not take the time to think through this “Like” request. If they had, they would have answered the question. They would have given customers, and others, a reason to “Like” the Eau Claire Dairy Queen. They would have told me what was in it for me to do so.

That could have been something free such as a cone. It could have been an opportunity to be alerted to specials. It could have been the chance to get Facebook-only deals.

Any of these and more would answer the “What’s in it for me” question.

I am reminded of business people who put an e-mail sign-up list at the checkout counters or on their Web sites. Many are disappointed that the sign-up is low. “Why don’t more customers sign up for my e-mails?” they ask.

“Did you give them a reason to do so?” I usually reply.

That often prompts silence followed by a question. “What do you mean?”

“People get inundated with so much spam and e-mail today that they don’t want to sign up for more without good reason. They also don’t want their e-mails sold or shared with others. You must tell them why you want their e-mails, what you will do with them, and, most importantly, what’s in it for them to give you their e-mails.”

“I never thought of that. I just have a statement at the top of the page to sign up. I don’t tell them any of that.”

“If you want to improve your sign-up,” I reply, “tell them what’s in it for them. Tell them that you don’t share or sell their e-mail. Give them a good reason to leave their e-mails.

“Then follow through and use their e-mails to give them what you said that you would. Live up to your promise. Make it worth their time to open and read your e-mails. You will have fewer unsubscribes and more success with your e-mails if you do.”

The same principle applies to Facebook and social media.

Often we forget that everyone is time-starved today. In order to get Facebook fans or e-mails of time-starved individuals, you must do more than get their attention. You must give them a reason to act. Before you invite customers and others to sign up as a Facebook fan or on your e-mail list, make certain that you have answered “What’s in it for me.”

Otherwise, their response will be Why?