 Nobody cares about your brand. What they care about is how it's going to make their lives better. Welcome to the We Are Slam Show where we share marketing agency insights, ideas and best practices to help your business grow. My name is Tyler Kelly. I'm the co-founder and chief strategist at Slam Agency. And today we're almost to the end of the quarantine. But who knows for sure, right? So many states are beginning to open up and, you know, there was this meme going around that, you know, I saw it a few weeks ago and it said something to the effect of if, you know, you haven't exited this quarantine with a new skill, with new knowledge, with, you know, like, you know, like on a next level, on a new level, then you've kind of just been wasting your time. Now, if you're at home and, you know, you don't have a family, you're not doing homeschooling, then maybe this is true. Obviously, if you have responsibilities, then this is probably nearly impossible, right? But for those marketing directors out there who don't have, you know, the homeschooling or, you know, don't have these struggles of being at home in this new environment and trying to get work done and trying to learn new things, then I want to help you out today by sharing with you what I think is the most important, the most critical thing that you could learn right here and right now while we're still in quarantine that will take you to the next level when you get out, right? So marketing directors looking to advance, looking to get up to that next level, this is for you. It is, it is the most important, the most critical thing that you as a marketing director need to know in order to be, you know, to go from here to here, to just be run of the mill, to go to All-Star, to get you that next level, to take you to the major leagues, everybody in marketing and advertising who's killing it in terms of like commercials, sales letters, sales and marketing campaigns, anybody that's killing it, they understand what I'm about to tell you, okay? And this is it. Are you ready for it? Nobody cares about you. Now that might sound harsh, but it's true. Nobody cares about your brand. Nobody cares about your business. Nobody cares about your product or service, okay? What they care about is how it's going to make their lives better. Dale Carnegie said it best when he said that people aren't interested in you, they're interested in themselves. Now he was on to something, author of How to Win Friends and Influence People. He knew long ago the secret to great marketing and advertising. Let me say that again. People aren't interested in you, they're interested in themselves. Now when I'm teaching, I always want to tell my students about my favorite frequency and that is WIIFM. That is the station. That's the frequency that we are all tuned into most of the time. WIIFM, I want you to remember this. It stands for what's in it for me, okay? Like I said, nobody cares about you. They care about themselves and at all times, most of the time, they're tuned in to this frequency, this frequency of what's in it for me. If you know this, then as a marketer, you can begin to share with them what's in it for them. Remember this, WIIFM, nobody cares about you. They care about themselves. They're tuned into a frequency of what's in it for me, WIIFM. Donald Miller of Storybrand talks about how the customer is the hero, not your brand. When we're developing advertising and marketing messages, when we're writing copy, when we're creating commercials, what we have to do is we have to get into the mind of the consumer and think about what is in it for them. Convey that message, make them the hero, be the guide and bring them along into a journey of transformation. Here's a hack. Go through your advertising copy, your sales letter, your website and look for these words. I, me, my, we and ours. If you find these words in your copy, then you know that you're sending the wrong message. Here's how you flip that. Use words like you, your and yours. I have a message for you, but rather than say, hey audience, hey marketing director, I have a message. I should say, hey marketing director, here's what you need to know. You see how I replace the I with the you? There's just something about the human brain that when you use that word you, that you get your audience's attention, okay? So rather than use I, my, me, we or ours, use you, your and yours. Trust me, you're gonna see a difference when you begin to write copy in that way. I wanna wrap it up with this. You know, Ryan Dice over at Digital Marketer says that people don't buy your products or services and they don't buy your features or benefits. People buy transformation, okay? That's the only thing that your customer is buying. It's that personal, it's that business transformation. So I want you to think about this. I want you to think about how does your product, how does your service make your customer's life better? If you can answer that question, then you're one step closer to developing that killer marketing campaign that amazing advertising message that sells letter that beats all sales records. You can do this, but you have to put front and center this idea of what's in it for them. This idea that your customer doesn't care anything about you. And this idea that the customer is the hero, not your brand. If you can do this, I promise that you will have gone from here to here in terms of marketing knowledge and then your marketing execution will follow. This is the one thing. If you just take one thing out of quarantine, this is it. This idea that it's not about you. All right? If you've enjoyed this show, do me a favor. Let me know in the comments on whatever network you're watching or listening on. And of course, subscribe, rate and review. Hopefully I'll see you in person out in the real world again sooner rather than later. But until then, continue to tune in, share with a friend and thank you. I'll see you next week. Thanks for watching. If you like what you just watched, subscribe, then hit that bell. You'll be the first to be notified when new content goes live. After that, you can watch more videos from Slam Agency. We've picked something we think you'll love.