An Acronym Every Salesperson or Marketer Should Know
FUDWACA - Do You Know What It Means?
There are a ton of acronyms out there. In fact, I think marketers over do it with the acronyms most of the time - SEO, PPC, CRM, CMO, ABCDEFG! But, there's one acronym EVERY salesperson or marketer should know: FUDWACA.
F - Frustrated
U - Upset
D - Disappointed
W - Worried
A - Angry
C - Concerned
A - Anxious
These are all EMOTIONAL words.
They help you get to the deeper level issues facing your customers and prospects. It's not enough to say, "So, it sounds like you're not getting the customer service you need."
Instead, it should sound like this: "So, it sounds like your current customer service has you pretty upset." Or "I'm guessing you're pretty frustrated with the existing level of customer service you're receiving."
These seven words should come up often in your marketing and sales conversations.
Our 30-second commercial sounds something like this:
"We typically work with business owners and marketers who are frustrated because they're not getting enough traffic to their website; they are worried that the engagement they have with their web leads isn't sufficient; and/or they are disappointed in the conversion rates of those leads turning into sales."
We could say: "At JoltCMS, we help you get more qualified traffic to your website, we encourage engagement with those website visitors turning them into leads, and we improve your online leads into sales." But, those are just features/benefits.
There's NO EMOTION!
FUDWACA! Remember this acronym. Try it next time you're in a sales conversation or you're writing content for your website.
Let me know how it goes.