contact +44 (0)131 669 5190 - e-mail

CIPR Accredited Practitioner
PHPR animated banner


Wednesday, 21 December 2011

On the Second Day – Pass the WIIFM Test – WIIFM?

Most people are not interested in how something works. They want to know what it will do for them. In short: What’s In It For Me” (WIIFM).

Will it save them time? Make them more money? Save them money?

So today’s top tip you can do right now to help get you and your company better known in 2012 is to put yourself in a customer’s shoes every time you make a publicity claim, and ask “If I was the customer: What’s In It For Me?”

What do your products of services do for them?
Need inspiration?
The So…….. So what? Game.

Get a buddy to challenge you by saying “So….?” Or “So What” in response to you making a publicity statement. They don’t engage in any other conversation. Just “So….?” Or “So What”. Then you respond, and they say “So….?” Or “So What” again. That cycle of explanation and challenge continues until you both agree that you are expressing the key benefit that the client will get from the offering promoted by your original statement.

Line up your publicity statements, and go through the challenge/response process for each of them, one by one.

If you nailed the client benefit in the first sentence every time, then today’s exercise was easy and you deserve an extra wee break to dream up more good publicity ideas.

PR blog posted by Penny Haywood Calder at PHPR Ltd, Edinburgh, UK. URL: TV Channel on YouTube: Ltd on LinkedInFollow PennyHaywood on Twitter

Labels: , , , ,

posted by Penny Haywood Calder at


Bookmark and Share



Post a Comment

Subscribe to Post Comments [Atom]

<< Home