The 5 Most Important Letters in Marketing

Marketing is one of the easiest ways to bring in clients and generate leads. Everyone knows this.

But when it’s time to put it into action? Most people flop.

Why?

Because they’re stuck approaching customers with the wrong mindset.

So today, I’m going to share five simple letters that will change the way you think about marketing—and life. These letters aren’t just about attracting more clients. They’re about understanding people at their core.

So What Are the 5 Letters?

W. I. I. F. M.

What’s. In. It. For. Me.

These five letters drive everything your clients think about—every second of every day.

• When they read an ad.

• When they scroll through social media.

• When they’re talking to someone.

It’s human nature. People are wired to care about one thing: how something benefits them.

If they see value, they’ll listen. If they don’t? You’ve already lost them.

How to Use WIIFM Without Looking Selfish

Let me be blunt.

If you’re a business owner, and you’re using WIIFM to think about what YOU can get out of your customers, man, I pray for your business.

Thinking only about your gain? That’s the fastest way to annihilate your customer base people. Don’t be that guy.

The key to WIIFM isn’t what YOU want—it’s about flipping the script. Focus on what THEY want.

What’s their problem?

What’s the benefit of listening to you?

What’s the reward for trusting you?

Why Reciprocity is the Secret Sauce

Ever heard the phrase “As you sow, so shall you reap”?

It’s not just a Bible verse—it’s a law of human behavior. If you give people something valuable, they’ll want to give back.

It’s called reciprocity.

When you offer value first—whether it’s a helpful tip, a guide, or even just a friendly conversation—people feel compelled to return the favor.

Unless they’re a total psychopath. (And let’s hope your target audience isn’t full of those.)

How to Apply WIIFM to Your Marketing

Your audience is always having one question running through their head:

“Why should I care?”

And your job is to answer it. You can’t just give them one reason. Give them multiple.

Why should they buy from you?

Why should they trust you?

Why should they even listen to you?

When you answer these questions well, something magical happens: People start saying YES.

Master the WIIFM, and you’ll see your results skyrocket.

Talk soon,

Enrique