Don’t Forget the WIIFM Factor

By James A. Baker
Author, The Anger Busting Workbook,
Finalist, Book of the Year, Foreword Magazine
Founder and CEO,
Baker Communications

In most cases, you are called upon to give a presentation because of your level of interest or expertise in the subject matter or your commitment to the purpose of the meeting. This is another way of saying that you probably care very much about the material you will be sharing and you know a lot about it. This makes sense, but it does not automatically follow that the audience will take away anything from your presentation, no matter how power-packed it is.

Here is why. It is not enough that you care about your material; you must find a way to make your audience care about it, too. This is often referred to as the What’s In It For Me? (WIIFM) factor. Presenters who fail to take this factor into consideration will often receive very disappointing results in spite of all their hard work.

Know your audience

If you want to deliver on the WIIFM factor, you must get to know your audience. This doesn’t mean you have to literally know every person in your audience, but you should make a concerted effort to learn all you can about the group to whom you are speaking. Have you been asked to address the County Republican Women’s Club? Do a little thinking about what the members of this group probably have in common. What issues are likely to be important to them? What needs and concerns might you expect them to have? The more you know about your audience’s wants, needs and level of understanding, the more effective and memorable your presentation will be. Step into their world, put yourself in their place and then ask yourself, “What do I want to hear right now that would motivate me to really care about this topic?”

However, leveraging the WIIFM factor requires more than understanding your audience’s needs and interests, you must also hook them in from the very beginning. If they aren’t convinced from the very beginning that there is something in this presentation for them, you may never get them back. The best way grab your audience from the very beginning is by using the ASIA strategy. ASIA is an acronym for an opening statement that can hook your audience in less than two minutes.

“A” stands for Audience, and this is where you put them on notice that you are going to talk about something they care about. Rather than opening with a general introduction about yourself or your topic, hit them immediately with a shocking statistic, a compelling quote or a news flash about a concern of theirs that will instantly put them on the edge of their seats.

“S” stands for Solution, and it means you should move directly from your opening description of the problem or situation to a quick, general summary of the solution you are going to propose. Of course, this isn’t the time to spell out the whole thing, but you must quickly put them on notice that they are going to learn something important if they will keep listening. You can also state your name here and briefly state a few relevant credentials to claim the authority necessary to make your case convincing.

“I” refers to the Ideas you will be covering during your presentation. At this point, all you should give them are the bullet points for your talk, but deliver them in a crisp, energetic and commanding way.

The final “A” has to do with the Action you will be asking them to take at the end of the presentation. After all, information is useless if it is not acted upon. Let them know right up front that when the presentation is done, they will be asked to make a decision and tell them what it is.

If I were being asked to make a presentation for a group of people who wanted to overcome their fear of making presentations, I might start like this:

Did you know that, according to the Book of Lists, the number one phobia in America today is the fear of public speaking? My name is Jim Baker, and for over 25 years I have been teaching people how to overcome their fear of public speaking through a powerful process of focused practice and study that can have them speaking before a group with confidence and poise in less than 20 hours. During the next 20 minutes I am going to give you the formula for success that you have been looking for, including:

1. How to grab your audience’s attention

2. Powerful tips for turning your body language into your most effective communication tool

3. Strategies for using high impact visual aids

4. How to use a Q & A session to drive home your most valuable points.

By the end of our time together today, you will not only be better prepared to deliver an effective presentation, but you will be ready to sign up for the full training course and conquer your fear of public speaking once and for all.

Now, they are ready to here the rest of the story.

Keep these simple ideas in mind the next time you have a presentation to make. I promise your audience will be glad you did!

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May Presentation Quick Tip of the Month – Prepare in Advance for Questions

Some of the most valuable time you have comes during the Q and A after your formal presentation is finished. Make a list in advance of all the questions your audience might ask – even ones you would rather not answer – and develop solid, confident answers for each one. Open the Q and A with a smile and a warm invitation. Make eye contact with each questioner, restate the question for the audience, and address the entire audience. Don’t just focus on one person. A lot of other people are probably interested in the answer, too. This is a great way to enhance the power of your presentation. You can emphasize old points and even make new ones, without wearing on the patience of your audience. If you are well prepared, the Q and A can win you extra points with key decision makers