‘What’s in it for me?’

Why should readers care?

‘What’s in it for me?’

The first thing readers want to know about your copy is “What’s in it for me?” So stop writing about us and our stuff, and start writing about the reader’s favorite topic: herself.

How to find the WIIFM

Move from event to impact

Move from event to impact

Focus news stories on MOI

Main event: Don’t tell me about your event. Tell me what I’ll be able to do at your event.


 Who’s ‘Me’?

Who’s ‘Me’?

You can’t write a WIIFM without the M

Love is love is love is love … How do you keep the kids from smoking weed? Not by threatening their sex lives.


 ‘Say Goodbye to the 60-hour Work Week’

‘Say Goodbye to the 60-hour Work Week’

Steal techniques from this great WIIFM copy

Tick tock: Give the reader what she wants: Don’t tell her about your video; tell her how much time she’ll save.


 What do employees want?

What do employees want?

It’s all about me, says Roger D’Aprix

How am I doing? Employees care about me, myself and I, says Roger D’Aprix.

More on finding the WIIFM

 Quotes on WIIFMs

Quotes on WIIFMs

What writers and others say

Me, myself, I: “Your reader is a narcissistic 2-year-old saying, ‘Me, me, me. What’s in it for me?’” — Anonymous.


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