WIFM Success

Goals

1. Describe what WIFM success is.
2. Skillfully create motivation in others by achieving WIFM success.

What

WIFM stands for What’s In It For Me?

It refers to the automatic process the brain uses to decide whether to engage. A person feels motivated to act when they see that the rewards outweigh the drawbacks.

WIFM Success: The target wants to engage because they clearly see what’s in it for them.

In other words, they perceive your idea, product, or suggestion as personally beneficial.

Why

Understanding WIFM success gives you a powerful edge in communication. When you know how to activate it, you gain an advantage in:

• Making compelling advertisements
• Writing persuasive editorials or opinion pieces
• Selling ideas, products, or solutions
• Motivating others to take meaningful action

How To (WIFM Activation Framework)

Follow this 4-step process to create WIFM success in your target audience:

1. Start with a Problem or Desire

Identify a problem, frustration, or desire that your audience already cares about.
- Example: “Are you tired of feeling drained after every workday?”

2. Explain the Stakes in Personal Terms

Show them what they stand to lose if the problem continues — or what they stand to gain if it’s solved.
- Example: “Left unchecked, burnout can quietly ruin your health and career momentum.”

3. Offer a Benefit-Rich Solution

Present your idea as a clear, believable way to get what they want.
- Example: “This 5-minute reset technique boosts your energy and sharpens your focus — without caffeine.”

4. Call to Action

Invite them to take the next step, framed as being in their own best interest.
- Example: “Try it today — your brain will thank you.”

Examples of Applying the Framework

📢 Advertisement Example

Problem: Trouble falling asleep?
Stakes: Poor sleep ruins your focus, mood, and health.
Solution: Our audio app trains your brain to relax in 10 minutes.
Call to Action: Download free and sleep better tonight.

📰 Editorial Example

Problem: Kids today are graduating unprepared for real life.
Stakes: That’s not just their problem — it affects our economy, workforce, and future.
Solution: Financial literacy classes can equip them with lifelong skills.
Call to Action: Urge your school board to make this change.

🧠 Persuasion Example (Conversation)

“You’ve been saying you want more free time. If we streamline this part of the project, you could get 3–4 hours back each week. Want to give it a try?”

Key Tip

Always frame your message in their terms — not what you want them to do, but what they’ll gain by doing it.