{"id":13650,"date":"2023-04-09T10:00:08","date_gmt":"2023-04-09T14:00:08","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=13650"},"modified":"2024-01-16T09:00:06","modified_gmt":"2024-01-16T13:00:06","slug":"wiifm-communication","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/04\/wiifm-communication\/","title":{"rendered":"Use WIIFM communication for news release leads"},"content":{"rendered":"<h2>Move from event to impact to engage readers<\/h2>\n<p>Screenwriter Nora Ephron long remembered the first day of her high school journalism class.<\/p>\n<figure id=\"attachment_31813\" aria-describedby=\"caption-attachment-31813\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31813\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/04\/wiifm-communication\/wiifm-communication-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"wiifm-communication\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;What\u2019s in it for me?&lt;\/strong&gt; Don\u2019t tell me about your event. Tell me what I\u2019ll be able to do at your event. Or focus on the outcome of past events. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/me-white-text-quotes-blackboard-background-2136094221&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Yawar Hassan&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication.png\" alt=\"WIIFM communication\" title=\"WIIFM communication\" width=\"450\" height=\"300\" class=\"size-full wp-image-31813 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31813\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/04\/wiifm-communication\/wiifm-communication-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"wiifm-communication\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;What\u2019s in it for me?&lt;\/strong&gt; Don\u2019t tell me about your event. Tell me what I\u2019ll be able to do at your event. Or focus on the outcome of past events. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/me-white-text-quotes-blackboard-background-2136094221&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Yawar Hassan&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication.png\" alt=\"WIIFM communication\" title=\"WIIFM communication\" width=\"450\" height=\"300\" class=\"size-full wp-image-31813\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/wiifm-communication-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31813\" class=\"wp-caption-text\"><strong>What\u2019s in it for me?<\/strong> Don\u2019t tell me about your event. Tell me what I\u2019ll be able to do at your event. Or focus on the outcome of past events. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/me-white-text-quotes-blackboard-background-2136094221\" rel=\"noopener\" target=\"_blank\"><em>Image by Yawar Hassan<\/em><\/a><\/figcaption><\/figure>\n<p>Ephron&#8217;s teacher announced the first assignment: to write the lead for a story to appear in the student newspaper. He told them the facts:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">&#8220;Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire high school faculty will travel to Sacramento next Thursday for a colloquium in new teaching methods. Among the speakers will be anthropologist Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund \u2018Pat\u2019 Brown.&#8221;<\/div>\n<p>Ephron and the other budding journalists condensed the who, what, when, where and why of the story into a single sentence: <\/p>\n<h5 class=\"standalone\">&#8220;Governor Pat Brown, Margaret Mead, and Robert Maynard Hutchins will address the Beverly Hills High School faculty Thursday in Sacramento &#8230;&#8221;<\/h5>\n<p>The teacher reviewed the leads, then paused for a moment.<\/p>\n<h5 class=\"standalone\">&#8220;The lead for this story,&#8221; he said, &#8220;is <em>\u2018There will be no school next Thursday.\u2019&#8221;<\/em><\/h5>\n<h3>Not &#8216;just the facts, ma&#8217;am&#8217;<\/h3>\n<p>What&#8217;s the point of your news story? It&#8217;s probably not really the five W&#8217;s and the H. Instead of focusing on the event, focus in the impact, or how the news affects your readers.<\/p>\n<p>Covering a:<\/p>\n<ul>\n<li><strong>Speech?<\/strong> Write about the most valuable thing the speaker said, not the fact that she spoke.<\/li>\n<li><strong>Event?<\/strong> Focus on what people will be able to see and do at the event, not the time, date and place.<\/li>\n<li><strong>Meeting?<\/strong> Center the piece on what was decided at the meeting and how it will affect the reader, not on the logistics of the meeting itself.<\/li>\n<\/ul>\n<h3>What would Miss Piggy do?<\/h3>\n<p>To reach readers, think like Miss Piggy and write about MOI, counsels management consultant Alan Weiss. That&#8217;s &#8220;My Own Interests,&#8221; from the reader&#8217;s perspective.<\/p>\n<p>One way to do that is to shift your focus from event \u2014 what occurred, when, where and why \u2014 to impact. That will make your copy more interesting, relevant and valuable to your readers.<\/p>\n<p>___<\/p>\n<p>Sources: Chip Heath and Dan Heath, <a title=\"Made to Stick: Why Some Ideas Survive and Others Die\" href=\"http:\/\/www.amazon.com\/gp\/product\/1400064287?ie=UTF8&amp;tag=wwwwyliecomco-20&amp;linkCode=as2&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1400064287\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Made to Stick: Why Some Ideas Survive and Others Die<\/em><\/a><em>,<\/em> Random House, 2007, pages 75-76.<\/p>\n<p>Lorraine Glennon and Mary Mohler, <em>Those Who Can\u2026Teach! Celebrating Teachers Who Make a Difference, <\/em>Wildcat Canyon Press, 1999, 95-96<\/p>\n<div id='MMC-Persuasive' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-82\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Move readers to act with persuasive writing<\/h3>\r\n\t\r\n<p>Your readers are bombarded with the data equivalent of 174 newspapers \u2014 ads included \u2014 every day, according to a study by USC\u2019s Annenberg School for Communication.<\/p>\r\n\t\r\n<p>In this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\n<p>Learn how to write more engaging, persuasive messages at our <a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Move from event to impact to engage readers<\/p>\n","protected":false},"author":6,"featured_media":31813,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[303],"tags":[148,262,195,96,197],"class_list":{"0":"post-13650","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-leads","9":"tag-moi","10":"tag-persuasion","11":"tag-readability","12":"tag-wiifm","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Use WIIFM communication for news release leads<\/title>\n<meta name=\"description\" content=\"What\u2019s in it for me? 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