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What's Your WIIFM?

February 11, 2022
Est. Reading: 2 minute

Can you communicate the "WIIFM" of your product or service to your target client/customer/donor?

What is WIIFM

WIIFM (pronounced "wif-em") stands for "What's in it for me"  

This phrase is directly tied to the unique value proposition that accompanies each and every product, service or concept you offer.

How to Write a WIIFM Statement

Successfully formulating your "WIIFM" statements will hinge on 3 main factors:

  • A measurable business objective.
  • Disruption of the status quo.
  • Offering proof or evidence (that it produces results).

Examples of WIIFM Statements

All too often as salespeople for our business we get caught up in talking about ourselves, our company and what makes us great, when what we need to be talking about is how what we are offering can solve a problem, make our clients' lives better and generally take away their heartburn (the WIIFM positioning).

Here is an example of a general statement about Captivation Agency, turned into a WIIFM statement for our ideal client:

General Statement: "Captivation is a 5-star rated production, development, and creative agency by its clients."

WIIFM Statement: "As your creative services partner, Captivation is dedicated to delivering reliable communication, compatible thinking, and overall expertise in work for your organization."

Putting It to Practice

In thinking about how can you use this in re-framing how you talk about your product or service, I encourage you to also think about how you can re-position outward marketing collateral (website, social media, brochures, etc..) to effectively answer the "what's in it for me" for each unique vertical you sell to. 

When you solve the world's problems AND effectively communicate what that means for your target audience - people take notice. 

Thank you for reading and have a great week!

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