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.

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