W2IFM – Stands for What’s In It For Me.
We live in a world of information overload, there is just too much information being circulated and re-circulated for any one individual to take in. One of the strategies people have adopted to cope with this vast volume of information is to only listen to or read information which is relevant to them. In fact most people will only listen if the information and opinions being presented will actually be of used to them. Hence the question “What’s in it for me” (W2IFM).
Right at the start of the presentation you have to answer that question in an attention grabbing manner, otherwise nobody will listen. You then need to keep answering the question throughout the presentation, to keep people involved.
Presentations should not be about you.
Presentations should be about your audience.
There are far too many business presentations that spend far too much time talking about their company, their products and their services. Reeling off lots of facts about how large they are, how long they have been in place, how much money they have made, etc etc, Most audiences don’t care, they are siting their think W2IFM, What’s In It For Me? In a sales presentation stop talking about your products and services and start talking about how your products and services can be of benefit to your audience members.
Essentially, this is the same as the difference between a feature and a benefit., see article on FAB. Lists of facts and features are essentially boring while proven benefits are engaging.
The only way you can tell you audience things that are of interest to them is to know you audience (See A for Audience), and put yourself in their shoes. Imagine going on a first date with someone who dominated the conversation and talked about themselves all night long. Would you really want to go on a second date with that person?
As you develop the presentation keep asking “so what?” , “why should they care about that” and “what’s in it for me”.