“However beautiful the strategy, you should occasionally look at the results.”
— Winston Churchill
statesman
Issue Number 31
WIIFM
All about audience
WIIFM (What's in it for me?). If you're a marketer, WIIFM should be your mantra. You should be asking it about everything you create. Knowing, of course, that the "me" in "What's in it for me?" is not "you" — it's your customer. Your audience. Your user. Your recipient. Your prospect. Your reader. Your donor. Your investor.
Doesn't matter whether you're creating a website, a logo, a tagline, an annual report, or a trade show exhibit. Whatever you're marketing in whatever form, it's all about your audience.
Who is your audience? What do they know about your offering? And why should they care? That's where the self-interest of WIIFM really works — to focus your work.
Quick, Name Them! 5 Marketing Tools You Can't Live Without
Issue Number 38
Holiday Greetings: Should you?
Issue Number 37
First Things First: Focus on marketing fundamentals in 3 easy steps
Issue Number 36
Communicating Optimism: 5 smart steps to prepare for the recovery, now
Issue Number 35
Email Marketing: 7 make-or-break decisions about the subject line
Issue Number 34
Larsen Design Office, Inc.
All Rights Reserved.