Minimalist marketing: Why less content means more connection

In 2024, the average adult’s attention span is less than eight and a half seconds—about the time it takes to read this sentence. Even kids under 13 can focus longer than that! Teens between 14-18, surprisingly, have the best attention span of all, staying focused for up to 48 minutes.

But for adults? Well, in the time it took to start this article, many of us are already distracted by something else. Maybe you saw a … squirrel?

It’s no wonder we’re so easily distracted. From the moment we wake up, we’re bombarded by ads—whether through voice assistants, websites, apps, or social media. Even influencers are subtly sneaking product recommendations into our subconscious as we scroll through our feeds. With so many messages flying at us, it’s easy to keep flicking, tapping, and scrolling in search of something that finally clicks.

For marketers, it’s never been harder to grab people’s attention. Today, brands have less than 9 seconds to make an impact. You’ve got to entertain, surprise, or inspire—otherwise, your message disappears into the noise.

Enter WIIFM: “What’s in it for me?”

WIIFM is one of the simplest, yet most powerful, ways to capture someone’s attention. It shifts the focus from telling people all about your product’s features to showing them how your product will make their life better. In other words, it’s less about what your product is and more about what your customer gets.

Psychologist Dr. Daniel Kahneman’s Nobel Prize-winning research showed that over 70% of decision-making is emotional. This means your audience doesn’t want just facts and figures—they want to feel something. Instead of listing technical specs, focus on the emotional payoff. How will your solution improve their life?

WIIFM in action

Let’s take a look at some real-life examples of WIIFM-style marketing that really hit the mark:

1. Apple’s “Shot on iPhone” campaign: Instead of talking about megapixels or camera specs, Apple shows beautiful, real-life photos taken by everyday users. The message is clear: “This could be you, capturing stunning memories effortlessly.”
2. Nike’s “Just Do It” ads: Nike doesn’t talk about the technical design of their shoes. Instead, they show athletes pushing their limits, inspiring viewers to believe they can achieve greatness, too. It’s all about the feeling of accomplishment you’ll get from using Nike products.
3. Coca-Cola’s “Share a Coke” campaign: Coca-Cola didn’t focus on ingredients or taste in this campaign. They put people’s names on bottles and cans, making the experience personal and fun. Consumers saw it as more than just a drink—it was about sharing a special moment with friends and family.

How to use WIIFM in your credit union’s marketing

• K.I.S.S. (Keep It Simple, Strategically): While focusing on benefits is a great way to connect with your audience, don’t forget that features—especially consumer-centric ones—can also be incredibly effective. Most people care more about practical details, like their credit limit, rather than a low APR. For example, instead of saying, “Our credit card has a low APR,” try something more direct like, “Borrow up to $25,000.” Using buzzwords or trigger terms can capture attention and make your messaging more impactful. (Hello, Reg Z!) The key is knowing your audience and understanding which details they care about most. Some may respond to emotional benefits, while others are more driven by specific features.
• Create a connection: Go beyond the product and paint a picture of how your solution improves their day-to-day life. But be strategic about which features to highlight. If you’re offering a credit card, for instance, emphasize the features that matter most to your audience, like, “Track your spending easily with real-time notifications,” rather than overloading them with technical details. It’s about showing them how their life will get easier or better because of your solution.
• Use persuasive language: Small tweaks in wording can make a big difference. Instead of focusing solely on your credit union with “We offer low rates,” put your audience in the driver’s seat with something like, “You’ll save more with our competitive rates.” Be sure to mix benefits and relevant features that grab attention. For instance, “You deserve more rewards” combined with “Earn points on every dollar spent” hits both the emotional and practical notes. Creating urgency with time-sensitive offers or highlighting limited availability can also help encourage quick action.
• Provide social proof: When consumers hear about the positive experiences of others, they’re more likely to trust you. Use testimonials and success stories to show how your credit union’s services have helped real people. For example, “Jenny saved $200 a month by refinancing her car loan with us,” combines both a clear benefit and a compelling feature. Let others answer the WIIFM question for you by showcasing their positive results.

Common WIIFM mistakes (and how to avoid them)

WIIFM is a great strategy, but it’s easy to get wrong. Here’s what to watch out for:

1. Being too vague: Don’t make your message so broad that it feels like it’s for everyone, but no one in particular. Make it specific, and speak directly to the problems your members are facing.
2. Overcomplicating your message: Keep your tone clear and authentic. Avoid trying to be overly clever or mysterious, as it can confuse your audience. Authenticity always wins.
3. Assuming all audiences are the same: Tailor your message based on the audience. Using audience segmentation tools (like IntelliFi) can help you identify what each group really wants and personalize your message to them. Don’t just send out one message and hope it resonates with everyone—customize it.

WIIFM messaging puts your audience first and helps you cut through the noise. It’s all about answering the question every consumer is asking: “What’s in it for me?” When you make them the hero of the story, you’re more likely to grab their attention—and keep it.