Communicating Member Benefits Using WIIFM Dave Rendall AENC

It’s Not About UsCommunicating the Benefits of Membership

using WIIFM Principles

Creating a change in a person’sfeelings, thoughts & behaviors

Persuasion

• Head• Heart • Hands

H3

We do what we think will make us feel good

WII-FM

Feeling Good

CARE

The essential rule

when trying to convert someone is: DON’T

- at least, not at first - just listen

Dennis RossThe Missing Peace

Empathy

What do you need to know about the other person?

Empathy

• Character• Competence • Caring• Confidence

1. Credibility

I’d like to give more time and money, but . . .

84% said they doubted their donation would be put to good use.

USA Today Survey

1. Credibility

If people anywhere are to willingly follow someone . . .

They want to assure themselves that the person is worthy of their trust.

Kouzes & Posner

1. Credibility

In a time of universal deceit, telling the truth is a revolutionary act.

George Orwell

1. Credibility

Motivation is getting people to do something out of mutual advantage.

Manipulation is getting people to do what you want them to do

primarily for your advantage.

Fred Smith

1. Credibility

• Everybody is doing it• Bandwagon

• Line experiment

• Pink ribbons• Livestrong bracelets

2. Comparison

• Relationships – Home-based sales parties• Likability – Joe Gerard• Attractiveness – Celebrity endorsements• Similarity – Me too

3. Community

• Foot in the door• Start small• Test drive• Free trial offer

• Fence• Marriage proposal

4. Commitment

5. Control

• Reactance• Don’t tell me what to do

• Inoculation – Great nurses

• Relevant• Choose your audience• You can’t persuade everyone

6. Connection

Susan G. Komen

• Simple• Concrete

• Curse of knowledge

7. Clarity

• Vivid – Paint a picture• Detailed – Be specific• Unexpected – Miller Time• Story – Giving and statistics

8. Color

• Reciprocity

• Go first• Seek first to understand . . .• It’s not about you

9. Christmas Cards

In order to have influence, you must first be influenced.

Stephen Covey

9. Christmas Cards

You can have everything you want in life if you only help enough other people

to get what they want.

Zig Ziglar

9. Christmas Cards

• Influence Cialdini

• Made to Stick Heath

• Blink / Tipping Point Gladwell

• How to win friends . . . Carnegie

Resources

Rendall & AssociatesDavid Rendall

(919) 222-6295

dave@drendall.com

drendall.com