This could mean that the WIIFM is quite different, so tweaking the content would be worthwhile in terms of attaining buy-in. Many people make the mistake of developing a standard communication that they use time and time again. When we are enthusiastic about sharing information or getting our views across, it can be so easy to bombard the other person with lots of information.

However, most people can only absorb a certain quantity of information, which means that only a certain level of information gets through. In terms of great influential communication, 'three' really is the magic number to remember. So, if you have identified a lot of compelling WIIFMs, select the best three and use these initially. You can always keep some as a back-up.

By using this approach, you can often identify potential barriers people might have before your initial conversation and consider ways to help them see the benefits of your proposed actions.

Think about the knowledge they already have about the area for discussion. Too basic an explanation could come across as patronising, while at the other end of the scale, you may totally turn someone off by using acronyms or going into unnecessary levels of detail that simply aren't required. It may well be that you have to communicate the same message to different audiences.