• You’re probably familiar with the acronym WIIFM (what’s in it for me).  If you’re not familiar with it, it’s time to consider how you can turn your prospects into paying clients or customers by shifting your focus.

    As a business owner WIIFM is one of the most important acronyms for you to be familiar with. Because, although you undoubtedly created your business out of passion, your business is about more than your passion, it’s about what makes your core audience tick.

    NEWS FLASH: While your clients may be drawn to doing business with you, they are more interested in what you can do for them than they are in who you are. When developing your content and content strategy you must leave your ego behind (the number one mistake most entrepreneurs make in their marketing is focusing too much on themselves.)  They will, of course, need to know, like and trust you. The bottom line is they want to know how you can increase their bottom line.

    When preparing copy about your business you need to keep your ego in check. This is often the hardest concept to grasp, but a crucial component to fully understand especially when writing effective marketing content. You might not even realize how your ego is projected in your current copy or marketing efforts or how it might be perceived by others including potential business partners or clients.  Simply put, your customers are interested in how your product or service will benefit them.

    You can be the most accomplished in your field and try to sell your products or services by explaining how great you are. Chances are your copy will fail (or at the very least not get the response or results you’d hoped for).  Certainly you want to include your qualifications in some marketing applications (think bio’s, resumes, media pages, brochure information, etc.) and at the same time the core focus of your copy should be on your end-user. Again, it’s all about connecting with the consumer in a friendly, purposeful way to promote action.  

    In order to successfully turn potential prospects into paying clients and customers you must have a clear content strategy plan and you must lose your ego (there are some exceptions to this rule i.e. if your main focus is gaining media exposure and positioning your focus will need to be a bit more about you). Here are more tips about turning your prime prospects into paying clients (and learning how to choose ideal clients instead of chasing not-so-ideal-clients).

    As a general rule of thumb you must clearly state how you can be of service, solve problems and make life easier for your ideal clients. Once you’ve engaged them with benefit oriented copy they’ll begin to want to get to know you, start to like you and you’ll gain their trust because you first focused on THEM.   Always focus on your ideal client and what they will gain from doing business with you. Speak to them directly in their language and check your ego.

    Take a moment to think about what’s important to your core audience.

    Do your current marketing materials focus on your end user and offer the solutions they’re looking for?

    Do you need to rewrite or outsource your copy to a trusted copywriting partner?

    Get more tips to powerfully connect with your prime prospects and turn them into paying clients/customers by claiming your complimentary Copywriting Action Plan.

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog


    15 responses to “How to Turn Prospects into Paying Clients by Shifting Your Focus”

    1. Great concept Lisa — indeed there are many areas in business and in life where we would benefit from keeping our ego in check – copywriting is certainly one of them.
      THanks for sharing
      Heidi Alexandra

      • Lisa Manyon says:


        You are welcome. Often business owners get so “busy” dealing with the day to day tasks of running a biz that they forget how to truly connect with clients/potential customers. I think it’s always a great idea to keep the ego in check and be humble. 🙂

        Write on!~


    2. Great reminder to look at things from our clients’ perspectives rather than our own!

      • Lisa Manyon says:


        Clients are the back-bone of any business and paying close attention to what they like or dislike is often the key to increased connections, relationships and ultimately sales. 🙂

        Write on!~


    3. Excellent points Lisa! You are the trusted source for brilliant web copy tips.

    4. Wonderful article Lisa. Thank you for sharing your great tips! Being of service is what life is all about. Thank you for the reminder.

      • Lisa Manyon says:


        You are welcome. It’s so important to operate from a place of service and I’ve seen such incredible shifts when business owners become fully present to operating this way.

        Write on!~


    5. Kiyla Fenell says:

      Great article of how to come from a place of complete service while blending a perfect balance of credibility to what we have to offer.
      Kiyla Fenell

      • Lisa Manyon says:


        You are so RIGHT on! Credibility is a huge factor in the success equation.

        Integrity is also key. When you operate in true service, deliver what you promise and do what’s best for everyone involved, business becomes such a joy and success is increased exponentially.

        Write on!~


    6. Great marketing advice Lisa! Thanks.
      Dr. Robert Fenell

    7. Mitch Tublin says:

      Great tips and techniques and as always right on target.

    8. Trudy Scott says:

      Great reminder, thanks. Makes me feel I should go back and look at some of my copy – I do talk about my accomplishments and this is getting me thinking…

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