Chapter 2 The Power of the WIIFY
Company Examples:
- Brooktree
- Netflix
- Luminous Networks
What's In It For You?
The key building block for Audience Advocacy, and a way to focus on benefits rather than features, is to constantly ask the key question: What's in it for you? It's based on the more common axiom, "What's in it for me?," but I've shifted it the ultimate word to "you" deliberately, to shift the focus from you to your audience. This shift emphasizes the ultimate need for all communicators to be focused outward, on the needs of their audience ("you"), rather than on their own needs ("me"). This is the essence of Audience Advocacy in action.
In referring to this key question, let's use the acronym WIIFY (pronounced "whiffy"). By constantly ...
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