These 5 letters will completely change how you talk about your race program.

Think about the different ways you talk about your race program. You talk to your friends, family, and fans face-to-face. You probably have a social media account (or several) where you regularly post updates. You likely even get in front of business-owners or marketing folks once in a while, whether it’s an introductory LinkedIn message, a scheduled meeting, or an impromptu phone call. These five letters will change the way you talk about your race program in all of these situations.

WIIFM

Every time you put a message out there about your race program, I want you to think about this acronym: WIIFM. It stands for “What’s in it for me?” Almost no one will ever be bold enough to ask you this question, but every person who sees your message is thinking about it from this perspective.

Understanding WIIFM is crucial because it shifts your focus from what you want to say to what your audience wants to hear. This perspective is essential in building stronger connections and ensuring your message resonates with your audience. Whether you’re talking to potential sponsors, fans, or even your own team, considering WIIFM helps you tailor your communication to meet their needs and interests.

Applying WIIFM in Different Scenarios

1. Face-to-Face Conversations: When talking to friends, family, or fans, think about what excites them about your racing. Are they interested in the thrill of the race, the behind-the-scenes action, or your personal journey? Highlight these aspects to keep them engaged and invested in your story.
2. Social Media Posts: On social media, your followers are looking for content that entertains, informs, or inspires them. Instead of just posting race results, share stories, insights, and experiences that offer value. Ask yourself, “What will my followers gain from this post?” and craft your content accordingly.
3. Business and Sponsorship Communications: When reaching out to potential sponsors or business partners, focus on the benefits they will receive from partnering with you. This could be increased brand visibility, access to a dedicated fan base, or alignment with a positive and exciting sport. Make sure your message clearly outlines the value you bring to the table.

Next time you’re talking about your race program, imagine your friends, family, social media followers, or sponsors asking, “What’s in it for me?” Tailor your message to address their interests and needs. Instead of just sharing what you want to say, focus on what your audience wants to hear. Highlight the benefits, the excitement, and the value they will get from supporting or following your journey.

By keeping WIIFM in mind, you’ll create more engaging and impactful communications that resonate with your audience and build stronger connections. Remember, effective communication is not just about delivering a message; it’s about making sure your message is received and appreciated.