Comments on: WIIFM (What’s in it for me)?

By: Susan Epperson

Susan Epperson — Wed, 18 Nov 2009 17:26:41 +0000

Hi Jeffry!

You make a really interesting comment about the money component making up approximately 40% of the puzzle. I’m so intrigued by this. Can you share more about that? Is there a study (or two or three) that could tell me more?

By: Kent Dicken

Kent Dicken — Tue, 17 Nov 2009 19:59:56 +0000

@JP–Think Nintendo already has those call letters for a promotion?

Nothing like a wordy post that can be reduced to a tweet. So I could have been done after the first two lines? NOW you tell me!

Absolutely right that money may not be the motivation, and WIIFM will vary with each person and each circumstance. Thanks for the reminder.

By: Jeffry Pilcher

Jeffry Pilcher — Tue, 17 Nov 2009 19:27:38 +0000

In the microblogging world of Twitter, you could just say, “If you donâ€™t have something that interests me, Iâ€™m gone. So get to the point.”

WIIFM looks like a radio station. Wii-FM.

You’re absolutely right about WIIFM vs. WIIFY. You are not the target audience, so don’t project your feelings based on your (highly-biased) “focus group of one.”

The money component (e.g., “value,” “price,” “rate,” “fee,” etc.) only accounts for around 40% of the WIIFM puzzle for consumers. Trust, flexibility, saving time, simplifying steps/my life, etc… All these are factors that consumers frequently rank above money. If the cheapest thing was always what people wanted, we’d all be driving Hyundai’s to the Dollar Mart.