Over the years I have led or been a participant in many high profile, department and company wide projects and initiatives. The topics changed dramatically (people, processes, technology), but what was consistent in every project was the subject of company benefits and WIFM or “what’s in it for me”. WIFM was always discussed, always documented and always communicated in some form or fashion.

Here are some of the best practices I’ve learned along the way.

Components

When sharing the benefits of a project, describing the WIFM or attempting to influence key stakeholders, should you discuss customers, employees or shareholders? Yes.

Although you will tweak your message depending on the audience, it is helpful to portray the benefits within a well rounded approach. Here are some examples:

• Customers: How will the project or initiative improve the service to your customers? What will you speed up, make easier or make more accurate? What specific areas within the customer experience will change for the better?  (FYI, Entrepreneur.com just published an interesting, related article called “What’s In It For Me..5 steps to Create a Customer-focused Experience That Will Set You Apart From the Crowd.”)
• Employees:How does the project or initiative make your employees’ jobs easier or more fulfilling? How will it contribute to their career growth? How does it address specific feedback they have given the management team about what areas need to change?  How will it help them achieve their goals?
  • I would avoid stating that your project will make employees feel more engaged or directly improve morale. In my experience, employees don’t like to be told how they’ll feel. And, these softer outcomes may happen after they experience the benefits of the project, i.e. down the line…
• The Business or Shareholders: How does the project or initiative benefit your company’s bottom line? How will it save time or money? How will it improve quality and efficiency? How will it contribute to the achievement of revenue or other corporate goals?
• Beyond these traditional components, as appropriate, your organization may also want to consider the benefits to the environment, your city/town/state and to society (e.g. non-profit, charitable).

I recommend that every project benefit’s statement makes mention of all appropriate areas, to maximize your likelihood of gaining support from your audience and key stakeholders.

Language & Your Elevator Pitch

At a time when instant messaging and texting are the norm, no-one has time to read fluff.  For examples, of language NOT to include, check out Ardeth Arbee’s recent article called “The Buzzword Graveyard“.

Use language that mirrors language in your company or department operating or strategic plan. Since any major project or initiative should directly align with company objectives, this step should be easy to do.

Use language that is familiar to many, not just subject matter experts. Avoid jargon and abbreviations.

Mix qualitative and quantitative.

Since some of your audience members will be using this information to influence other key stakeholders, make it easy for them, by creating a one page, elevator pitch, that describes what the project is is, why it is important (i.e. the benefits) and what audience members need to do, or should expect to happen next.

And….

There are hundreds of factors that contribute to the success of a major project or initiative, but getting the WIFM right, is one of the most critical- to achieve key stakeholder buy in, get funding and so much more…

For ideas on creative ways to communicate the WIFM, check out my earlier post, “8 Ideas To Supercharge Internal Sales Communication“.

Is it just me, or does the phrase “Get the WIFM right” remind you of the Depeche Mode song “Get the Balance Right“? Yeah, probably just me.

What else do you recommend to get the WIFM right? ? Please add comments…