W.I.F.T. stands for 'What's In it For Them' and is vital to engage people influential to your success. Whether you are employed or self employed, it is even more important now than ever before in a highly competitive market to clearly, briefly and explicitly express why you are useful to your audience, whether verbally or written.

Many people assume that what they bring is obvious, but what is obvious to you often isn't obvious to your target audience. Also, we are all bombarded by thousands of messages a day, so simply don't have time to read and absorb it all. Communication overload combined with people's reluctance to 'blow their own trumpet' can make you invisible. One common example of sabotaging your own success is going for an interview, assuming that the interviewer has read your CV and understands what value you bring, so you don't spell it out to them.   

Often people make the mistake of focusing on their 'features', rather than the 'benefits' they bring. Not knowing your W.I.F.T. means you are sticking your head in the sand and could be unwittingly hindering your own success.

The starting point of a W.I.F.T. is to know and understand who your specific audience is, their language and to put yourself in their shoes, seeing a situation through their eyes, not your eyes. It is common for people to get stuck in their own viewpoint and talk rather than asking questions and listening. This is shooting yourself in the foot.  Knowing your W.I.F.T. is a must, as well as updating it regularly, as trends are changing so fast.

If you would like professional help developing your W.I.F.T. and key messages, we recommend an expert in communications; Caroline Wright, Wright Communication, a client of Energise:  

 
 Wright Communication