Definitions for "WIIFM"
The value proposition of subscribing to an email list. Recipients evaluate the potential value of the content they receive and compare that with perceived potential cost in terms of privacy concerns and additional email overhead when making a subscription decision.
"What's In It For Me?" - this question always underlies and informs a prospect's decision whether to take the suggested action. Beyond addressing the critical value propositions and benefits that will interest prospects, all communications must accommodate their deeply-felt, emotional needs and take into account the different personality profiles which influence prospects' different shopping styles. (Driver, Analytical, Amiable and Social are the four acknowledged dominant personality profiles).