What's in it for them - WIFT

About the Author

Jordan Betteridge

Founder - Random

While I may be young, my breadth of experience spans multiple industries, providing me with a diverse and rich perspective. At the heart of my approach is education – I believe in empowering my clients with knowledge, rather than keeping it under lock and key.


My commitment to transparency ensures clients have full access to every facet of our partnership. I invest time in truly understanding businesses and their teams because I recognize the power of EVP (Employee Value Proposition) in driving both customer acquisition and retention.


At my core, I believe that a company's culture is the glue that holds everything together and dictates the quality of work produced.


With me, it's about the value of time, ensuring every moment is impactful, rather than watching the clock. My ethos is about fostering genuine relationships and delivering exceptional value, not just billing hours.

What's in it for them? It is all about them...


We frequently educate people on how to improve the return on their conversations and presentations, which may imply that we're only focusing on what our clients get from it.
The irony is that when they stop thinking about themselves and start considering their audience, they actually boost the ROI. Change your thinking from WIFM to WIFT.
When we educate the 3 Ps of Marketing , we are intentional about putting the audience at the top of our minds. They must be top of mind in every conversation and presentation because communication cannot happen without them. This is why it's important to do your homework first.
Who are they? Why will they be there for your discussion or presentation? What do they hope to get out of it? What is significant to them? etc.
The better you understand your audience, the more you'll be able to discover about them and provide a richer experience. You'll be able to connect with them more and build rapport faster, and you'll be able to assist them in connecting with your message sooner because you know who they are and what they want and need.
Knowing what you want to get out of a conversation and presentation is the first step, but understanding what the audience gets out of it will go a long way toward successful communication.

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