In Jerry Weissman’s book, Presenting to Win – The art of telling your story, one of the big take-outs was his idea of WIIFY (What’s In It For You). For context, presenting is often associated with just creating PowerPoint presentations. As Weissman states it’s not that simplistic; it’s about how you do anything that is sending a message of which you want acted upon. This effects every customer facing aspect of a business.
It goes without saying that getting this right is important. Weissman understands this as explained in these two quotes from his book
“For the presenter to succeed in achieving the clarion call to action, the audience must be brought into equal focus with the presenter’s objectives. To establish that balance, let me introduce the term ‘Audience Advocacy’. Mastering Audience Advocacy means learning to view yourself, your company, your story and your presentation through the eyes of your audience.”
Interpreting this is simple – Your audience is your customer. The objective is to ‘buy-in’ to your product, in ecommerce this is literally buy your merchandise. The call to action is next step from each stage of the journey the customer goes down to achieve the ultimate objective.
The second quote takes this concept one stage further by introducing WIIFY:
“The Key building block for audience advocacy, and a way to focus on benefits rather than features, is to constantly ask the question: What’s in it for you? (WiiFy)
It’s based on the more common axiom “What’s in it for me?”, but we have shifted the ultimate word to “you” deliberately, to shift the focus from you to your audience. This shift emphasises the ultimate need for all communicators to be focused outward, on the needs of their audience (“you”), rather than on their own needs (“me”). This is the essence of Audience Advocacy.”
I loved the rephrased axiom for the reason that is gives very simple process to ensure that you are constantly getting the perspective, a subject that I have previously written about HERE, of your presentation, and thus your message, exactly right.
Essentially, for your marketing message, web-page proposition, social messages, web content, web design, use of language: If you cannot give a reason why the customer would find inspiring to use that clarion call to action, it should be removed.
In summary, by using WIIFY, you eliminate all excess “noise” from your customer facing message and keep the customer journey incredibly focused. Good landing pages are an excellent example of this in practice. When you look at Airbnb.com, you will notice that there are two very clear and obvious areas upon the page loading. First is the Business proposition of “Find a place to stay”. This is simple, easy to understand and uses language from the perspective of the customer. The next obvious point is the call to action of choosing the dates, and location, you wish to find a place to stay.
Simple and brilliant; making it super easy to go to the next stage in the journey with very little to distract you away from the main objective.