Always Remember This: WIIFM
WIIFM: What is in for me?
I bet most of the people have at least heard of this term – WIIFM. This term is really important to everybody, especially to internet marketers. Why is it so?
Well, firstly everyone is racing against time. Our potential customers do not have much time to read through our long story. Typically, they will just want to know what benefits they will get either after reading our posts or after buying our products. Hence, it is quite vital to put ourselves into their shoes and understand what our customers need. Sometimes, when I visit some of the companies’ websites, they tend to “boost” of their long history, their tradition and blah blah blah.. However, how many of us are actually interested with their history and tradition??? None! (I guess, unless you are going to apply a job with the company.) But companies just like to do that. I am not saying it is not good to talk about history but keep it short cos visitors are MORE interested in WIIFM.
Next, when we tackling on WIIFM, we have to focus and talk about the benefits our product can bring when our potential customers buy it, instead of just stating the features of the product. For instance, we have a super washing machine which can wash 20 kg of clothes within 10 minutes versus an ordinary washing machine which can complete washing after 1 hour. What I have just mentioned is just a feature of the super washing machine. Though this feature can be “transformed” into a benefit, it is still not considered a benefit yet. We can mentioned that by getting our super machine, more time/electricity can be saved. In this way, we are focusing how can our product help to improve our customer’s life. Some of the benefits which customers are usually looking out for are time, money, and knowledge.
Lastly, if you are writing a sales copy and you are not sure if you have followed the WIIFM idea, then just imagine you are the visitor (or get someone else to do it) and read the sales copy. When you are able to convince yourself or your friend to buy your product, then most likely you have achieved the whole idea already. By then, you will just have to improve your conversion rates. 
Tags: WIIFM, internet marketing, time, features, benefits, sales copy
