Are You Using The E-Cubed Rule?

(By Gil Gerretsen) You’ve probably heard about the WIIFM (What’s In It For Me) rule in marketing. If it doesn’t ring a bell, you can read about it here.

However, there’s a BIGGER rule that not many people seem to know. It’s the E-CUBED rule.

Whereas the WIIFM rule reminds us that people's purchasing decisions are best reached through their emotions and triggered through images and feelings, the E-CUBED rule takes it one step higher.

Before you can leverage the WIIFM rule, you must utilize the E-CUBED rule.

The E-CUBED rule is: Entertain + Engage + Enrich.

To capture people's attention and interest, and trigger desire, you must first provide a measure of entertainment, then engage them, and then enrich their lives.

Entrepreneurs, professionals, and salespeople often neglect this rule by falling victim to their natural inclinations. They tend to simply tell people about their product or service in a logical and forthright way.

Unfortunately, that's not why or how people become interested in new products or services.

You must leverage the E-CUBED rule before you utilize the WIIFM rule.

To draw people into closer orbit rather than see them spin away, you must first entertain them to capture their curiosity. Then you must engage them to trigger interest and an emotional response. Logic only becomes relevant after the emotions have been triggered.

How do you capture people’s interest? Find a way to entertain them. Strong images are entertaining. Great stories are entertaining. Humor is entertaining.

If you entertain people, then they will instinctively begin seeking information about you.

That provides an opportunity to engage with them.

Then, in turn, you showcase a way to enrich their life is a specific way.

As you continue to enrich their life, a bond of trust and preference will be established.

Once trust and preference are established, they will come to understand what’s in it for them (WIIFM).

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