Cover page by Leigh Thompson, Jerry Weissman, Terry J. Fadem, Stephen Robbins, Robert Follett

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Chapter Two. 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 we’ve shifted 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 referring to this key question, let’s use the acronym WIIFY (pronounced “whiffy”). By constantly ...

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