Do you know what “WIIFM” stands for? Sure you do! You ask yourself this question every time you think about making an investment or purchase – “What’s In It For Me?” We purchase everything based on the “benefits” that we will receive when we use the service or product.
Let me give you an example: Last week, I purchased a new bicycle because I want to start taking long bike rides with my family. There was one benefit I was looking for with the purchase of this new bike: comfort. It had to be comfortable. When I finally found the bike that met my comfort requirement I was delighted, however right next to it was a bike that was a beautiful shade of purple which made my heart skip a beat. I sampled both bikes and in the end bought the bike that was a shade of silver because it was clearly the most comfortable ride. The color was a “feature” not a “benefit” for me. Remember the greatest “benefit” for me was comfort.
