The One Thing You Must Ignore When Crafting a Message to Your Clients

YOU!

You are not the target audience. Your clients are. Every content marketing piece you create must be tailored to your customer’s needs and communicate how your business in the real world helps your client or prospect meet their goals.

With attribution to Peter Devereaux of Website Magazine way back in 2010, WIIFM or What’s In It For Me? are the most important five letters in your business writing. Many will say even your business success.

Devereaux states that you must ALWAYS tell your customers and clients what’s in it for them when they do business with you. NEVER tell people just what you do.

Saying that we do this, we do that, we, we, we is what marketing consultant Mac McIntosh calls “we-we-weing” all over yourself. I still smile about that one.

Why WIIFM Matters”

In the world of content marketing, one phrase reigns supreme. “What’s In It for Me?” It’s the question that every reader asks when they come across a sales pitch or marketing piece.

At its core, WIIFM encapsulates the fundamental principle of our human psychology: self-interest.

Most, if not all, of us are inherently driven by our own needs, desires, and goals. When you encounter marketing content, you are likely not just looking for information but for value. You want to know how this product or service can improve your life, fulfill your aspirations, and address your 3 P’s—Pain, Problem, or Predicament.

Repercussions of Neglecting WIIFM

When you or your ghostwriting partner fail to address WIIFM in marketing pieces, the repercussions can be significant. Without a clear value proposition tailored to your target audience’s needs, your message falls flat…very flat. Your readers quickly lose interest and move on to content that speaks directly to their concerns. This leads to missed opportunities and decreased engagement.

Don’t be that guy or woman.

Benefits of WIIFM

Focusing on your audience’s interests and demonstrating the value of your offering establishes trust, confidence, and credibility.

WIIFM-driven content resonates deeply with readers, capturing their attention and motivating them to take action.

WIIFM is more than just a question. It’s a guiding principle. Jorge Gasca of Three Steps Business advocates using a WIIFM test to understand what your customers need. “What’s In It for Me?” is the critical question that customers ask when they encounter a marketing message such as yours. If the answer isn’t given quickly and satisfactorily, they’ll move on.

Tell your prospects or customers how your solution will make a difference. Don’t make them guess. Use benefits ideally backed by quantifiable numbers.

WIIFM in Ghostwriting for Authority

For ghostwriters like me who create content on behalf of clients to amplify their authority and extend their influence, WIIFM is indispensable. That’s even if the content is an opinion article, white paper, customer case study, eBook, or newsletter. By understanding the target audience’s needs, pain points, and aspirations, your ghostwriting partner can tailor the content to resonate with your readers on a personal level and keep you and your company top-of-mind.

Parting Words

Forget you. Focus on them.