What's In It For Me (WIIFM)? - No.1 Content Marketing Strategy To Master

Marketers, huddle up. You're about to get the best digital marketing tip of your life.

Did you know that your customers are selfish? They don't care about how great your product or service is, they only care about how it can benefit them. If you're smart about your content marketing strategy, you'd use their selfishness to your advantage and promote your product and services by directly targeting their needs.

It's all about how you phrase your content.

"Our gym has the best facilities in town"

"At our gym, you can become the fittest version of yourself"

Which phrase do you think would get the most clicks?

If you want your company to increase engagement and leads, you need to stop making your content about yourself, and more about the customers. That's where you answer the golden question, "What's In It For Me". In this article, I cover everything you need to know about WIIFM, and how you can leverage its power to bring more business to your company.

Introducing - What's In It For Me (WIIFM)?

What's In It For Me or WIIFM, is the question that drives most of the buying decisions of your customers. In marketing and sales, it means what the customer stands to GAIN from buying your product. While deciding on whether to buy something, a person would first and foremost want to know how the product could benefit them.

You can write a long list of features and specifications, but if you’re not able to tell them what’s in it for them, you’re NOT making that sale. Shift the focus from features to benefits, and you'll see remarkable results,

Answering WIIFM helps you connect with your audience emotionally. It conveys that you know exactly what their pain points are and how you can solve them. 💡

The focus should not be on “We”, it should be on “You”.

You’d be surprised by the results you get when you shift the focus from "We" to "You". 📈

4 Golden Tips To Add WIIFM Strategy To Your Digital Marketing Copies

Ready to spice up your copy with a powerful WIIFM strategy? Here are some powerful tips to help you write better. Remember, all that stands between you and more business is the choice of words.

1. Keep Your Target Audience In Mind

What does your customer want? What are their pain points? What benefits of your product solve their problems? While writing the perfect copy, you need to put the entire focus on your customer, not on your brand or product. Your product is only supposed to be a means to an end, the end being the solution to your customer's problem. This will help you write content that connects with your audience and sells.

2. Features Followed By Benefits

Making your content WIIFM-focused doesn't mean that you don't flaunt the features of your product. But you need to provide context for each feature. Write how the said feature can benefit your customers. For instance, after mentioning that your brand's hiking shoes come with "Full-grain leather", follow it up by writing "which offers excellent durability, and abrasion and water resistance". Your customers won't understand how full-grain leather is supposed to help them unless they see 'what's in it for them'.

3. Shift Focus From "We" to "You"

Read your marketing copy once. How many times have you written words like "we", "our", and "us"? Re-read the copy again. How many times have you written the word "you"? While there is nothing inherently wrong about putting the spotlight on your product, you need to know your focus should be on your customer. You're catering to their needs, their interests, their desires. By making your copy "You" or customer-centric, you'd be able to add the WIIFM factor quite easily. At the same time, your readers would know that the copy is written for THEM, and hence, your product solves THEIR problems and pain points.

Examples of WIIFM

I'm not going to judge for being a little confused. Been there, done that. To explain WIIFM a little better, I'm going to give you a few examples, after which, you're going to leave this web page knowing exactly what WIIFM is, and how you can incorporate it into your marketing copies.

Example 1

Let's take the example of Apple's iPhone

Bad copy:

"Our new iPhone is equipped with an A11 Bionic chip"

Feel lost? What do you think is wrong with this line? Most people after reading this would wonder "What in the world is a bionic chip? The technological cousin of a chocolate chip?"

Here's how you could improve your copy with the WIIFM strategy.

Good copy:

"Our new bionic chip can make your iPhone faster and more efficient"

Now this line makes more sense to an average reader who is looking for a good phone. They may not understand the feature, but they would understand how it could benefit them, in this case, by making their phone faster and more efficient.

Example 2

Let's assume that you own a gym and want to promote the high-class infrastructure of the facility.

Bad copy:

"Our gym boasts state-of-the-art equipment and infrastructure"

Good copy:

"At our fully-equipped gym, you can lose weight, and tone your body to become the fittest version of yourself".

The bad copy puts the focus on the gym, while the good copy sheds the spotlight on the customer and their needs. The latter is more likely to get clicks than the former. This is the power of incorporating the WIIFM strategy in your copies and rising above the noise.

Closing Thoughts

What's in the for me or WIIFM addresses your customer's pain points and problems directly, and provides quick value to them. If you're smart with your choice of words while writing the marketing copy, you can make your content highly customer-focused and strike a better connection with your audience, leading. more engagement, leads, and conversions. As long as you keep the golden tips of writing WIIFM content in mind, you're sorted.