Tip: Read the following with an announcer’s voice: 

Your clients are always tuned in to radio station WIFM: “What’s In it For Me?”

Over 3 decades ago, I received this timeless marketing advice — the single most important advice in my marketing career.

In marketing, WIFM is your touchstone. Do not lose sight of this.

When I presented my “Nail Your Brand!” workshop for NSA’s Colorado Speakers Academy a few weeks ago, we started the workshop by discussing, and underscoring, the importance of WIFM in all aspects of marketing your business.

Obviously, you use a WIFM approach in advertisements. Plus, it’s the approach to use for website copy, your speaker one-sheet or company brochure, and even your brand.

When clarifying your brand, it’s important to communicate who you are and what you do. And it’s critical to convey what THEY get — the benefits and results your clients, customers, and audience members receive.

No matter what type of marketing activity you’re working on, including clarifying the brand for your small business, keep this in mind: Your clients are always listening to radio station WIFM: “What’s In it For Me?”