What’s a wiifm?
A critical part of communicating is to make it clear to your audience what’s in it for them. It’s just as important to make sure this message is clear, as it is to explain the reason ‘why’ you’re doing something.
We’ve seen the importance of landing the ‘what’s in it for me?’ (or the ‘wiifm’) message increasingly during the Government’s Covid-19 vaccination drive. The ‘why’ is pretty clear — but what we’re hearing now are the wiifms. That is, by getting vaccinated the wiifm is being able to enjoy a kiwi summer, the end of harsh lockdowns, a way to protect our loved ones, and ultimately a return to some sort of normality.
As fortunate as I am to be based in Wellington and now fully vaccinated, a traditional kiwi summer with my Auckland-based family, who I know I'll be protecting, is a wiifm that speaks strongly to me.
Whether you’re selling a concept, a product or a service, nailing your audience’s wiifm is so important to help share your message