So… What’s in It for Me?

Illustration of stick figure saying "But, what's in it for me?"

With the 24-hour news cycle, digital media’s omnipresence, and newspapers and magazines galore, we face a constant stream of information. If you’re anything like us, dear readers, sometimes all this stimulation just makes you want to take a nap.

In this vast media universe, it can be tough to pick out the important bits — particularly when it comes to messages about our health. But at the end of the day, what we all really want to know is: What’s in it for me (WIIFM)?

Anticipating and answering this question in your health content can help your messages stand out from the pack. People might pay closer attention if they immediately see opportunities to:

  • Save money or time
  • Lose weight
  • Improve their health or the health of their loved ones
  • Feel better or be happier

Think about this message:

“You can make small healthy decisions each day — like choosing to take the stairs instead of the elevator.”

That message provides a helpful tip, but doesn’t explain the benefit of acting on it. Now, consider this alternative:

“You can make small decisions each day that will help you lose weight. For example, take the stairs instead of the elevator. If you walk 100 stairs every day, you’ll burn 100 extra calories in a week.”

This message helps explain WIIFM — and it might just cut through all that noise.

The bottom line: Grab people’s attention and get them to act by answering the question “What’s in it for me?”


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