WIIFM, a Marketing Must

WIIFM, a Marketing Must

WIIFM, a Marketing Must

Every time you write something or say something about yourself or your product ask yourself this question: WIIFM (pronounced wifm). WIIFM or What's In It For Me? is one of my favorite acronyms. The "me" is the person you are writing to or talking to.

You may be an accountant with a track record of perfect records but this doesn't matter if you cannot tell your reader or listener what the benefit is to them. After stating your track record you might follow with, "As you look to maximize your profitability and prepare for your upcoming investors, I will take the risk out of your financial records." This is a true benefit to the client or potential employer.

Perhaps you have a new software product that automates the generation of expense reports. You are not going to get a new client to purchase this software until they understand the benefit to them. You may say something like, "Our new cloud-based software will automatically submit expense reports to management for a signature and then to accounting to cut the checks." The potential client will be saying to themselves, "What's in it for me?" You should have already asked yourself the same question and could respond with things like:

Reduced time and money spent on expense reports because there is no software to install or manage

Management will see every expense that is approved, reducing mistakes and paper management time

Accounting will always receive completed forms eliminating the time it takes to track down additional signatures

All of these are valid "what's in it for me" responses showing the potential client the benefits you or your solution bring to them.

It doesn't matter if you are conversing live with a potential client or employer, creating data sheets or advertisements, or writing your blog; Always ask yourself how what you are saying is benefiting your listener or reader. WIIFM?

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