{"id":14649,"date":"2022-04-12T01:00:21","date_gmt":"2022-04-12T05:00:21","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=14649"},"modified":"2024-01-16T09:00:39","modified_gmt":"2024-01-16T13:00:39","slug":"whats-in-it-for-me-examples","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/04\/whats-in-it-for-me-examples\/","title":{"rendered":"Steal from this <em>What\u2019s In It For Me<\/em> example"},"content":{"rendered":"<h2>\u2018Say goodbye to the 60-hour workweek\u2019<\/h2>\n<p>You know that the topic is never the topic: The reader is the topic.<\/p>\n<figure id=\"attachment_29254\" aria-describedby=\"caption-attachment-29254\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29254\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/whats-in-it-for-me-examples\/whats-in-it-for-me-examples\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples.png\" data-orig-size=\"373,300\" 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=\"whats-in-it-for-me-examples\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Give the reader what she wants&lt;\/strong&gt; Don\u2019t tell her about your video; tell her how much time she\u2019ll save. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/children-hands-building-word-support-me-1727893507&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by netosa&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples-300x241.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples.png\" alt=\"What\u2019s in it for me examples\" title=\"What\u2019s in it for me examples\" width=\"373\" height=\"300\" class=\"size-full wp-image-29254 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples.png 373w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples-300x241.png 300w\" data-sizes=\"(max-width: 373px) 100vw, 373px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 373px; --smush-placeholder-aspect-ratio: 373\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29254\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/whats-in-it-for-me-examples\/whats-in-it-for-me-examples\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples.png\" data-orig-size=\"373,300\" 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=\"whats-in-it-for-me-examples\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Give the reader what she wants&lt;\/strong&gt; Don\u2019t tell her about your video; tell her how much time she\u2019ll save. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/children-hands-building-word-support-me-1727893507&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by netosa&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples-300x241.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples.png\" alt=\"What\u2019s in it for me examples\" title=\"What\u2019s in it for me examples\" width=\"373\" height=\"300\" class=\"size-full wp-image-29254\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples.png 373w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/08\/whats-in-it-for-me-examples-300x241.png 300w\" sizes=\"(max-width: 373px) 100vw, 373px\" \/><\/noscript><figcaption id=\"caption-attachment-29254\" class=\"wp-caption-text\"><strong>Give the reader what she wants<\/strong> Don\u2019t tell her about your video; tell her how much time she\u2019ll save. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/children-hands-building-word-support-me-1727893507\" rel=\"noopener\" target=\"_blank\"><em>Image by netosa<\/em><\/a><\/figcaption><\/figure>\n<p>You&#8217;ve acknowledged that readers don&#8217;t care about &#8220;us and our stuff&#8221;; they care about themselves and their needs. You buy into the notion that the first thing your reader wants to know about your message is WIIFM, or What&#8217;s In It For Me.<\/p>\n<p>Now what?<\/p>\n<p>The next step is to find some great WIIFM copy to model. And have I got a piece for you. Here&#8217;s Briefings Publishing Group&#8217;s promo for a how-to video. The WIIFM copy is well worth modeling.<\/p>\n<p>Here it is \u2014 with, of course, my notes:<\/p>\n<h5 class=\"standalone\">Say Goodbye to the 60-hour Work Week<\/h5>\n<p>The headline starts with the imperative voice \u2014 aka the implied \u201cyou.\u201d That\u2019s great.<\/p>\n<p>Plus, it\u2019s specific. Not \u201clong hours at the office,\u201d but \u201cthe 60-hour work week.\u201d Don\u2019t forget to quantify and specify your own marketing copy.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">What\u2019s important to understand is that the sharpest, most creative work can\u2019t be done if you\u2019re burned out. The most effective employees get away from the office to recharge. But that\u2019s not always easy to do.<\/div>\n<p>Here, we move back from the second person to the third. Not a great choice.<\/p>\n<p>A braver, more benefits-oriented approach would be to speak directly to \u201cyou,\u201d as in, \u201cYou can\u2019t do your sharpest, most creative work when you\u2019re burned out \u2026\u201d<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">That\u2019s why we\u2019ve created this new video Take Back Your Time: How to Manage Your Workload and Still Have a Life.\u00a0Whether you\u2019re a workaholic, last-minute adrenaline addict or simply just can\u2019t say \u201cno\u201d to your colleagues\u2019 requests, you\u2019ll discover tips and tactics guaranteed to help you free up your time and get your life back, including:<\/div>\n<p>It\u2019s a smart choice to lead with the problem in the first paragraph and follow up with the solution in the second.<\/p>\n<p>But instead of moving into first person plural (\u201cwe\u2019ve created\u201d), keep focusing on the reader (\u201cNow you can <strong>make time to relax and recharge and ensure that your time spent in the office is creative and productive<\/strong> with our new video \u2026\u201d)<\/p>\n<p>The second sentence is a masterpiece of you-focused benefits writing.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<ul>\n<li>How to liberate yourself by identifying and tossing out the non-essentials.<\/li>\n<li>How to be ready with these \u201cenders\u201d when you\u2019re trapped in a never-ending conversation.<\/li>\n<li>How to make a lifechanging \u201cDON\u2019T Do List.\u201d<\/li>\n<li>How to become a pro at exercising your ability to just say \u201cNo.\u201d<\/li>\n<li>How to get out of the office using the \u201cquitting time buddy system.\u201d<\/li>\n<li>How to streamline and focus the two most critical work systems.<\/li>\n<li>How to avoid the temptation to multitask, and much more!<\/li>\n<\/ul>\n<\/div>\n<p>This is a nice list of benefits, but a verb list would highlight the WIIFMs more effectively \u2014 and unload 14 words in repeated \u201cHow to\u2019s.\u201d<\/p>\n<p>To create a verb list, set up the \u201chow to\u201d in the intro to the list: \u201d \u2026 you\u2019ll discover tips and tactics guaranteed to help you free up your time and get your life back, including how to:\u201d<\/p>\n<p>Now you can start each bullet with a verb. See how much stronger this list is with bullets that begin \u201cLiberate,\u201d \u201cStreamline\u201d and\u00a0 \u201cAvoid.\u201d<\/p>\n<p><strong>Guideline: Start your lists with verbs whenever possible<\/strong>. It will condense your copy, activate your language and bring the benefits to the front of your list. Here\u2019s how it works:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">You&#8217;ll learn how to:<\/p>\n<ul>\n<li>Liberate yourself by identifying and tossing out the non-essentials.<\/li>\n<li>Free yourself from never-ending conversation by using these \u201cenders.&#8221;<\/li>\n<li>Make a lifechanging \u201cDON\u2019T Do List.\u201d<\/li>\n<li>Become a pro at exercising your ability to just say \u201cNo.\u201d<\/li>\n<li>Get out of the office using the \u201cquitting time buddy system.\u201d<\/li>\n<li>Streamline and focus the two most critical work systems.<\/li>\n<li>Avoid the temptation to multitask.<\/li>\n<li>And much more!<\/li>\n<\/ul>\n<\/div>\n<p>All right: You&#8217;ve got your model; now use it. Reach more readers and sell more ideas when you write in WIIFMs, not about &#8220;us and our stuff.&#8221;<\/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; 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