How to Master the Subtle Art of WIIFM in Copywriting
When you know what WIIFM means, you can begin telling better stories, connecting with people more effectively, and selling products/services more easily.
How to Master the Subtle Art of WIIFM in Copywriting
WIIFM stands for what’s in it for me. This acronym is important because it helps you assess your audience and figure out the best way to reach them. You must always remember that your audience doesn’t care if you have an amazing product or service- they just want to know what’s in it for them.
When you know what WIIFM means, you can begin telling better stories, connecting with people more effectively, and selling products/services more easily. Read on to learn how to write copy that connects with your readers in a powerful and subtle way.
What is WIIFM?
"What's in it for me?" is the most important question you can ask when writing your copy. It’s an acronym that stands for "what's in it for everyone," and is also sometimes referred to as the "7 Ps," which are:
- Promise and Pleasure
- Peace of mind
Write with Purpose
When you have a goal in mind, it's easy to get right into the writing process. You can write with purpose and make your audience feel like they're getting their money's worth. In fact, studies show that 85 percent of people will read an entire blog post if it has a clear call-to-action at the end.
If you want to sell more products or services, you need to connect with your audience emotionally. That doesn't mean telling them how much you love what you're selling- rather, it means making them feel something for your product that they haven't felt before. One way to do this is by telling a story about your product in a relatable way.
Take the example of a water bottle company trying to sell reusable bottles for $12 each. They could try and use paid ads on Facebook or other social media platforms to drive people towards purchasing their product but it wouldn't be powerful enough because the focus would be on price instead of the story behind the bottle.
A better approach would be to talk about how they started out as an idea in grad school, found success through hard work, and are now making sustainable change in other people's lives by providing clean water around the world. This would be a more powerful and subtle way to make people feel like their purchase is doing something good for the world, which will in turn lead to more sales.
When you're trying to apply WIIFM in your own writing, it's important to focus on the people first. Think about what they would want or need that relates back to your product or service, and then show how you're unique from other businesses.
You could talk about a problem that your audience is going through and provide a solution to it using your product. Take the example of a designer who wants to sell an e-course on creating compelling infographics. In his copy, he could tell why everyone should sign up for the course (to solve a problem they're experiencing) and how his process works (i.e., step-by-step tutorials). In this way, the designer is providing the value behind his product without sounding too salesy or pushy.
One thing you'll notice in many examples of WIIFM is that it's used in conjunction with price. Your audience knows they're being sold to no matter how good your copy is, so the only way to go about this is by making them feel that their money was well spent.
If you have a higher priced product or service, be sure to stress its value. Collect testimonials from other people who have used it and quote them in the copy, or share your own story of what you went through to create it. Make sure you always emphasize ways that people can save money with your product as well, such as sales or discounts. You could even give a free trial to get people hooked so they'll want to buy more later on.
Place for Everything
Where you place your call-to-action is also important. Don't waste the reader's time, so use strategically placed subheads and bullets to draw attention to what you want them to do. For example, if you were selling a course on how to make an infographic, you could start with information about why infographics are beneficial and then lead into your product.
The call-to-action should be placed near the end of the copy, after you've already given them a glimpse of what's included in your product or service. You could also use bullets to list off features and benefits so people know exactly why they need it. In this way, you will be putting the WIIFM equation to work and making people want to do what you tell them.
Promise and Pleasure
People choose products that will provide them with a pleasurable experience, so make sure your business is one of those businesses. Let readers know why they're going to love working with your company by promising benefits like great customer service, high-quality products, on-time delivery, etc.
In this way, people will feel more confident about buying from you and will have a better overall experience if they do purchase something from your website. It may seem obvious if you've been in business for a long time but it's still important to remind people of the promise behind your products and services, especially if you're trying to make a big splash in the market.
Process from Scratch
In many ways, millennials are known for wanting things now. They don't want to be sold on something they can't immediately see value in, so it's important to follow up every promise you make with a step-by-step process of how you're going to deliver.
In this way, people will know exactly what they're signing up for and won't be surprised when something goes wrong. In fact, as soon as they hear about a new product or service, they'll want to know the ins and outs so it's better to give them all the information up front and let them make an informed decision.
Peace of Mind
Finally, when you train your audience to expect what's in it for them with each business transaction, they'll immediately give their trust to the products and services they buy from you, which is a great way to build brand loyalty. People like doing business with companies that protect their best interests and give them back what they pay for, so let your audience know how much you care about their well-being and address their concerns before they even have a chance to voice them.
By following the 7ps above, it is possible to write copy that will sell your products or services most effectively. It may take some time to get used to and you might end up changing your approach a time or two, but once you find your groove, it'll be smooth sailing from there.
How to execute a successful WIIFM
WIIFM is an acronym that is used to describe the benefits a particular offer has on its audience. For example, a WIIFM for a product might be "It's lightweight and easy to pack." A WIIFM for a service might be "Our rates are unbeatable!"
However, while you may know what your audience wants in terms of WIIFM, it's still important to make sure that you're providing them with value.
In order to execute your WIIFM successfully, you should consider these five steps:
- Consider what your audience cares about
- What are their needs?
- What do they want?
- How can you provide this need?
- What's in it for them?
Best Practices for WIIFM in Copywriting
WIIFM stands for what's in it for me and is an important concept to know when writing copy. When you write copy, you need to make sure that you are asking your audience what they want, then giving them what they want.
Here are some best practices on how to do that:
- Know your audience. Know who you're writing for and what their motivations are. What problem are they trying to solve? How can you help them? What does success look like for them?
- Make your reader a part of the story. Tell a story about the person or people who will benefit from your copywriting, then show how that person or people feel about it all by using language that includes words like "I," "you," "we," "us."
- Create a compelling call to action at the end of your content. This is where you give readers exactly what they want so that they'll be more likely to share your content with their friends and followers!
- Offer something valuable in return for your audience's attention. Whether it's free resources or early access to a new product/service, stick some value up front (the hook) so that people will be compelled to read more and follow through on your call to action.
In today's world, every customer is looking for a way to make their experience more personal and engaging. They expect an intimate experience that is tailored to their specific needs. What's more, they want to feel like they're getting their money's worth.
To do this, you need to instinctively understand the acronym WIIFM: What's In It For Me?
If you're struggling with WIIFM in your copywriting, you're not alone. It takes time to master. However, with this article as your guide, you can learn all about the ins and outs of WIIFM so that you can write winning content every single time!