WIIFM? 

WIFFM? represents a question that reading audiences always ask… most of the time subconsciously: 

What’s In It For Me? 

It’s very important for us as writers to clearly and explicitly demonstrate for the reading audience exactly how readers can benefit from what we’re presenting. This benefit doesn’t have to be a physical, tangible thing. Sometimes, it’s an emotional, intangible benefit. In any event, if we don’t make clear how the reader will gain from what we offer – the reader will go elsewhere. 

It can be especially challenging to build WIIFM into a science or technology-related issue: 

• These are complicated issues to begin with.
• They’re often based on statistical relationships most people don’t understand clearly.
• Many readers think science in general is “difficult” or “boring.”
• Many of the primary sources of information for these issues are technical experts.
• Science is, by nature, an effort to limit the emotional ‘connection’ with a subject that can make for the most involved participation by readers.
• Some scientific subjects are socially, politically, or economically difficult to discuss.

The writer who best recognizes the audience’s demand for WIIFM will write in a way that: 

• Uses simple words, in simple ways.
• Uses short sentences (ideally, fewer than 20 words to a sentence).
• Makes relevant points, but doesn’t drive them into the ground (!)
• Uses examples from modern life.
• Assumes a written style that seems more like conversation than narrative.

 Ó2003 Douglas J. Swanson, Ed.D, APR