Answering Your Audience’s Question: What’s in it for me?

Persuaders who fail to answer their listeners’ question “What’s in it for me?” stand little chance of winning their minds.

The features of your idea—such as how a new computer you’re advocating works—may interest your listeners. But its benefits—how the idea will help your audience members and make their lives better—most strongly attract listeners’ attention. Persuaders who fail to answer their listeners’ question “What’s in it for me?” stand little chance of winning their minds.

Benefits may appeal to listeners on one of two primary levels of motivation: the desire for gain and the fear of loss.

A benefit may enable listeners to gain something they don’t currently have—for example, money, time, popularity, possessions, or a good reputation.

A benefit may enable listeners to avoid losing something they currently have.

Research shows that the fear of loss is actually a more powerful motivator than the prospect of gain. For example, the fear of losing money you already have is a more powerful motivator than the thought of gaining money you don’t have.

ACTION POINT: Understand the features and benefits of your ideas. Emphasize the benefits