WIIFM is arguably the second most important acronym for successful sales and marketing programs.
Way too many people are still unfamiliar with this old friend. It stands for “What’s In It For Me?” And your ability to answer it well is key to successful marketing and lead generation campaigns.
Every person you encounter is thinking “WIIFM?”
EVERY ONE. Regardless of their job title and regardless of where they’re at in the buying process. Oh, they may not use – or even know – that term. But they are certainly asking themselves “why should I give you my time?”
WIIFM impacts all forms of Outreach.
When you write an email, that headline better be intriguing or it won’t be opened. If you post a blog, it’d better have worthwhile information or it won’t be read, much less tweeted or shared. And if you’re talking face-to-face, the listener sticks with you only as long as he gains something from the interaction. (Note: fun and camaraderie are perfectly acceptable gains!)
So, how does one answer WIIFM?
The best way is to know your target market inside-out. Understand what they sweat over in their daily lives, at their jobs, and when they’re away from their work. Learn why they do what they do and what they’d like to do better or do less of. Find ways to offer them the “how to” that helps them achieve their goals. Then deliver. Fast and to the point.
I use 5 seconds. 
Others suggest maybe 7 seconds. But realize that you have very little time to catch the attention of a reader or visitor or prospect. Make it count. Give them a reason to read on, click through, or not hang up the phone on you.
Now here’s the BIG KEY – Repeat the above step. Again and again. Once you’ve captured their attention, keep feeding the prospect reasons to stay with you. This applies even within a single email. Don’t assume that what captured the reader’s attention in the first paragraph is still working three paragraphs later. There had better be a “replacement reason” for him to continue reading or he will exit.
This is not easy, I know. You have to develop a well-considered series of ideas and benefits for the prospect, then deliver them in a logical and impactful flow. This applies both within a single contact experience (e.g. an email, Facebook post, or lunch conversation) and throughout all efforts of a lead nurturing series.
You also need to tailor the content you use so that it matches the needs and interests of that particular prospect. (This is where developing buyer personas pays off.)
But once you’ve mastered this artful science, you’ll enjoy the fruits of your labor. Tire-kickers become prospects, prospects become motivated leads, and motivated leads become buyers.
Wondering what the first most important acronym in business development is? Well, that’s the subject of another post.