Using the What’s In It For Me principle in business marketing

by | Jul 31, 2023 | Business Building Musts, Marketing Strategies, Small Business Help

What’s in it for me, or WIIFM for short, is a well-known tactic in marketing and essentially, WIIFM describes what the consumer or audience will get out of using or buying a product or service.

It is the central question you need to answer in most of your strategic marketing – especially when you are using your selling strategy.

It’s pretty common for consumers to chew over their buy decisions.  You might have heard about needing 12 touch points, 18 or even maybe higher – each one of these touch points bringing your buyer closer to a buying “parting with their hard-earned cash” decision.

Being able to answer the WIIFM question means you have to know your audience really well, understanding their pain points or pleasure and all of this will help you create better marketing copy and sales materials.

So, take one product or service you sell and either pick it up, if you can, or think about it imagining you are the potential buyer and answer the question “What In It For Me?”. If I buy this product or this service, what’s in it for me? (Remember you’re the customer in this scenario!)

If you can’t answer this for every product and service you sell, then there’s some work to do.

So, how do you answer this holy grail of a question.

Highlight the benefits of the product or service.

Product sellers do this pretty badly at times.  They concentrate on telling you all about the product, like it takes AAA batteries, it’s 15cms, it’s blue but comes in all sorts of colours, it comes with a 3-year warranty and so on and on it goes.

This does NOT answer the question of WIIFM.  These details are important but for a customer or prospect to become more interested, involved and engaged with the product, you need to tell them all about the benefits of it – not just features.

A benefit is something that produces good or helpful results or effects or that promotes well-being.  If you purchased this then this will happen or you will feel this etc.  In other words, describe how purchasing your product or service is going to solve their problem or surprise and delight them.

If you own a bakery, just don’t talk about what cakes you make but rather how they can help make your customers’ special occasions even more special, or how you can come and relax with a coffee and cake after a stressful morning at work.

If you sell candles, don’t just tell me the fragrances, and how long they will burn for but use emotive marketing language and explain to me “Imagine coming home after a long day, feeling stressed and exhausted. You light a candle and let the soft, soothing scent fill the air. As you breathe in the calming aroma, you feel the tension in your body begins to melt away. Our candles are made with all-natural ingredients and crafted with care to provide you with a truly luxurious and relaxing experience. So why settle for ordinary candles when you can treat yourself to something truly special?”

In this example, we’re focusing on the benefits of using our candles – they help you relax and unwind after a long day. We’re also highlighting the fact that our candles are made with all-natural ingredients and crafted with care, which appeals to customers who prioritize eco-friendliness and quality.

Or if you’re an Accountant, just don’t tell me it is time to be my taxes, but ask me:

“Are you tired of feeling overwhelmed by your finances? Do you dread tax season every year? Our accounting services are designed to take the stress out of managing your finances and help you achieve your financial goals. With our expert guidance and personalized approach, you’ll feel confident and in control of your money.

We understand that everyone’s financial situation is unique, which is why we tailor our services to meet your specific needs. Whether you’re a small business owner or an individual looking to optimize your finances, we have the expertise and experience to help you succeed.

So why struggle with finances on your own when you can have a trusted partner by your side? Let us help you achieve financial success and peace of mind.”

In this example, we’re focusing on the benefits of using our accounting services – feeling confident and in control of your finances, achieving financial goals, and experiencing peace of mind. We’re also highlighting the fact that our services are personalized and tailored to meet each client’s unique needs.

I am sure you are getting the picture.  WIIFM is a curial part of your marketing and it should be the central question you are asking yourself on behalf of your customers when you are designing marketing copy – especially sales copy.

In short, always keep the WIIFM principle in mind and focus on how your business can benefit your customers. That way, you’ll be able to attract and retain loyal customers who appreciate the value you provide.

If you feel like you could use some guidance in marketing your business, then I’d love to invite you for a discovery call with me so that I can see how I might be able to help you.

To make an appointment with me go to:

Got questions or thoughts?  Get in touch or head to the Facebook group – Like Minded Business Owners and share with everyone over there. Email me or DM me on Instagram or LinkedIn – would love to hear from you.


Don’t forget, you can book a free discovery call with me to talk about how I can help your nail your business goals, planning, strategy and marketing! Simply click the link and grab a spot!

My Like Minded Business Owners Facebook group is also a great community to join – full of awesome people in small business!

Or you can DM me on Instagram or LinkedIn, or send me an email

I wish to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples reading this blog post today.

About the Author:

Jenn Donovan of Social Media & Marketing Australia.  Jenn’s an expert marketing coach and mentor from rural NSW. She is all about empowering business owners to earn what they’re worth so they can make a bigger difference in the world.  Not only is she a sought after expert on all things marketing for Small Business, she is a keynote speaker, author, was the Founder of Buy From a Bush Business and a Co-Founder of Spend With Us – Buy From a Bush Business Marketplace, and is the host of the very popular podcasts Small Business Made Simple and Stories from the Bush. Jenn is all about community and humans interacting with humans!  H2H Marketing – human to human marketing. Jenn talks the talk but importantly walks the walk!

Get in touch –

On Instagram – @jenndonovan_

On Facebook – Jenn Donovan

Or on LinkedIn as Jenn Donovan


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Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!

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