WIIFM - These 5 letters will fix your marketing

Let’s get straight to the point: when your customers see your marketing, there’s only one thing they’re really asking themselves:

What’s in it for me?

That question is the filter through which every decision is made. It doesn’t matter how flashy your ad looks or how clever your tagline sounds—if people don’t see how you make their lives better, they’ll keep scrolling, clicking, or walking away.

Here’s the real kicker: Most businesses miss this entirely. They talk about themselves, their features, their awards… and lose their audience in the process.

Let’s dig into why this happens and how you can fix it—starting today.

Your Customers Don’t Care About You

It sounds harsh, but it’s true.

When someone comes across your ad, visits your website, or reads your email, they aren’t interested in your story. They don’t care about your cutting-edge technology, your company history, or even how long you’ve been in business.

What they care about is themselves. Their problems. Their desires.

And they’re asking one question the whole time: What’s in it for me? 

If you don’t answer that question quickly, you’ll lose their attention—fast.

Why Most Marketing Gets This Wrong

Have you ever watched a commercial and thought, What was that even about?

It happens all the time. Businesses focus on being clever or creative instead of being clear. They get caught up in buzzwords, abstract concepts, or fancy visuals, but forget to show how they’re helping the customer.

Think about it:

• A car ad that spends 30 seconds on scenic landscapes but never explains why this car is the best choice for you.

• A tech company talking about “innovative solutions” without showing how those solutions actually solve your problem.

These messages miss the mark because they don’t make it obvious how the product or service improves the customer’s life.

The Secret to Marketing That Works

When you talk about what you’re offering, don’t just list features—speak directly to the benefit those features bring.

For example, let’s say you’re selling a coffee maker:

• A feature is “Built-in grinder and programmable settings.”

• A benefit is “Wake up to the perfect cup of coffee, brewed just the way you like it.”

The difference? The feature is a fact, but the benefit paints a picture of how it improves your customer’s life.

How to Speak to Your Customer’s Needs

If you want your marketing to connect, you need to lead with what matters most to your audience. Here’s how to do it:

1. Put Yourself in Their ShoesAsk yourself: What problem am I solving for them? What do they really want?

2. Start With the BenefitThe first thing your audience sees—whether it’s a headline, a social post, or an ad—should immediately tell them how they’ll benefit.

3. Make It SimpleSkip the jargon and fancy words. Talk to your audience the way you’d talk to a friend.

4. Test Your MessageShow your marketing to someone in your target audience and ask, “What do you think this is offering?” If they don’t get it right away, revise until they do.

Examples of Speaking to the Benefit

Think about companies that get this right:

• A meal kit service that says, “Save time and eat better with meals prepped and delivered to your door.”

• A productivity app promising, “Reclaim hours in your day with tools that simplify your to-do list.”

These examples work because they’re clear and focused on the customer. They don’t waste time—they go straight to the benefit.

The Bottom Line

When it comes to marketing, your audience isn’t thinking about you—they’re thinking about themselves.

Your job is to show them how your product or service makes their lives better. Be clear, be direct, and make sure the benefit is impossible to miss.

Not sure where to start? Let’s create marketing that speaks directly to your audience’s needs.