Throughout my career, great work has always started with a great creative strategy. Every agency I worked for had their own version of this document. It was viewed as absolutely non-negotiable to start a project without a creative strategy. 

The best creative strategy forms had you fill in the various parts, writing from the user’s perspective. This was great because, at the foundational strategy phase, you had to think and speak like those you were hoping to engage.

At the heart of the creative strategy was the most critical section titled, “What’s In It For Me (WIIFM)?” As you might guess, this is where you crafted a statement that would become the most compelling reason your audience should care about what you were saying or offering. Since it was written from your audience’s point of view, it had a better chance of preventing the WIIFM from being too self-serving to the brand or too vague. Putting it in their language challenged you to make it authentic.

Speed kills.

The pace of business today makes your head spin when compared to the pre-online world. While there are many good things that come with that pace, I have noticed the disappearance of the creative strategy. Oh, it still appears with the big initiatives. But, back in the day, a strategy was created for just about any new piece of creative.

Speed has us jumping over the strategy stage and getting right to execution. In the process, we don’t stop to ask what’s in it for those we’re hoping to serve. As a result, we see so many creative executions that are self-serving (the brand talking about itself). Or we see creative executions that exploit the latest technique but lack any shred of substance that would give our audience a reason to engage – let alone, care.

Worse yet, we can convince ourselves that we are making great progress because we are able to create so much in such a short time. That is until we have to look at the analytics and scratch our heads, wondering why we can’t seem to move the needle on getting people to engage with our brand.

If we want to find the lesson in all this, it just may be this: It’s not about creating something. It’s about creating something meaningful.

Making something meaningful.

You can improve the quality of your creative. And, in turn, improve the engagement with your brand. It starts with the WIIFM.

But wait, it gets better. Focusing on the WIIFM can bring numerous boons to your brand.

• Personalized Experiences – By understanding the WIIFM, you can go beyond your marketing messages to tailor your products and services to resonate with those you hope to serve on a personal level. This personalization not only increases customer loyalty but also drives repeat business.

• Emotional Connection – Customers are more likely to engage with brands that evoke emotions and make them feel valued. Understanding "What's in it for me?" allows you to tap into the emotions of your customer base. When customers feel that a brand genuinely cares about their needs and desires, they are more likely to connect with it on an emotional level, fostering brand loyalty and advocacy.

• Relevant communication – Communication is the cornerstone of any successful brand-customer relationship. When you understand what your customers seek in their interactions with your brand, you can craft messages that directly address their concerns, desires, and pain points. This leads to more effective communication that resonates with your audience, resulting in higher engagement and conversion rates.

• Competitive Advantage – Brands that consistently address their customers' "What's in it for me?" gain a competitive edge. They are better positioned to identify emerging trends, adapt to changing consumer preferences, and stay ahead of the competition. This understanding allows for nimble decision-making and the ability to pivot when necessary.

• Customer-Centric Innovation – Innovation is the lifeblood of any brand's long-term success. By focusing on your customers' needs and what's in it for them, you can drive customer-centric innovation. This means creating products or services that directly address their pain points or provide unique solutions. Such innovations are more likely to gain traction in the market and drive customer satisfaction and loyalty.

• Data-Driven Decision Making – To understand your customers' "What's in it for me?" effectively, you need to collect and analyze data. This data-driven approach to decision-making allows you to gain valuable insights into customer preferences, behaviors, and trends. Armed with this information, you can make informed choices about product development, marketing strategies, and customer engagement initiatives.

• Long-Term Growth – Brands that prioritize understanding their customers' "What's in it for me?" aren't just looking for short-term gains – they're focused on long-term growth. By consistently meeting customer needs and expectations, you build a strong foundation for sustainable success and revenue growth over time.

Understanding your customers' WIIFM is crucial to building a successful brand. It puts your customers at the center of your brand strategy, allowing you to consistently address their needs and desires. That can create loyal customers who advocate for your brand and contribute to its long-term success. 

If you haven't already, it's time to start asking what's in it for them. And then building your brand around the answer.