The “what’s in it for me?” or WIIFM statement is an important message in any marketing strategy.

When writing your website content it’s critical to think about the message or statement that will catch your audience’s attention and get them to read your message.

Here’s some food for thought - When is the last time you’ve come across a website where the company or organization talked to you; the client or customer?

Often, when writing content for our online marketing strategy we forget about the client and focus too much on ourselves – even though this statement or key message is the difference that will get someone to take 5 minutes out of their busy day to read your message.

The WIIFM statement goes right back to the most important part of communications – knowing your audience! A few key points to keep in mind when determining your audience for your web content and WIIFM statement are:

• Who is your customer or client?
• What do you want the customer or client to do?
• What is the problem or need the customer has?
• How does your solution solve that problem?

Instead of talking about your company or organization – talk to your clients. It’s better to talk less about you and more about them. Thinking about your audience and coming up with a good WIIFM statement before writing your web content will help your website speak with a consistent voice, target the correct audience and increase your ROI with your online marketing strategy.