23h • 💬 General
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The first human behavior you can count on is selfishness.
People want what they want. People don’t care about you, your business, your product or your dreams;
they want to help themselves and their family. It’s human nature.
Therefore, our marketing messages must focus on benefits, not features. People need to be told
exactly what’s in it for them.
How will your product or service help them?
What’s the benefit? In marketing speak, it’s called the “What’s In It For Me?” (WIIFM) principle.
What’s in it for me? ( WIIFM )
“In this video you will learn 10 rules about finances that will change your life”
This ↑ Answers WIIFM perfectly.
The viewer knows what this video is about and he can decide if he wants to continue watching or not.
In sales pages, copywriters usually answer this question in their headlines.
For example:
“ATTENTION CREATORS, ENTREPRENEURS, BUSINESS OWNERS
If you want to start making 10 grand per month without spending 10 hours every single day…”
That, too, answers WIIFM directly.
You want to let your reader/viewer know what your video/copy is about, and they will decide to continue reading/watching or not.
While this mistake is rarely made in sales pages, some copywriters make it when writing a YouTube script.
That’s why I started this post with the example for YouTube scripts, because it is more important for beginner copywriters.
With that, I hope this post helped you :)
Have a great day,
Laurynas
P.S. If you have questions or if something wasn’t clear in this post, comment down below and I’ll do my best to answer!
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