Stop writing about us and our stuff
How to find the WIIFM |
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Write to and about your readers Focus your messages on the WIIFM Quick! Which would you rather read? |
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Answer What’s In It For Me (WIIFM) Position your message in the reader’s best interest The reader cares about the reader: Don’t focus on your organization and its stuff. Focus on the reader and her needs. |
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Use WIIFM communication for news release leads Move from event to impact to engage readers What’s in it for me? Don’t tell me about your event. Tell me what I’ll be able to do at your event. Or focus on the outcome of past events. |
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Use WIIFM marketing to persuade Focus on what the reader wants Don’t leave the me out of the What’s In It For Me? How do you keep young people from smoking weed? Not by threatening their sex lives. |
Model these WIIFM examples |
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Steal from this What’s In It For Me example ‘Say goodbye to the 60-hour workweek’ Give the reader what she wants: Don’t tell her about your video; tell her how much time she’ll save. |
More on finding the WIIFM |
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What writers & others say “Your reader is a narcissistic 2-year-old saying, ‘Me, me, me. What’s in it for me?’” — Anonymous |