The owners have identified that there is little WIFM in just telling someone you specialize in green construction. And that that's a problem for them.
WIFM of course if the What's In It For Me, and your customer communications need to make that clear.
It's not just big marketing behemoths that need to offer benefits, we all do. So I was pretty impressed that a small local home builder would identify this marketing challenge and reach out.
I'm more of a specialist in finding customer insight and using it to create some sort of innovation, but I was happy to pass his enquiry on to a marketing rock star that specializes in small business.
It's a great question to ask yourself. What's your WIFM?