Prospects don’t care about you they care about only one man. Meet the man your prospects really care about.

Who do prospects care the most about?

In all my sales training and advice there is one thing I reiterate. No one cares about you or your business. Prospects don’t care about your logo or your web design or brand. They care only about one man. No prizes for guessing who they care about.

Legendary copywriter Drayton Bird says , “ Nobody gives a hoot about your logo or slogan. Have you entered a shop and said, ‘Love the logo. Got to buy that”

I am sorry to say this to you but your prospects are no more different from some of the politicians out there. The good thing is prospects don’t pretend otherwise like many a politicians do. They can’t be apologetic too about their real intentions. Prospects are sure looking out for number one that is themselves for sure.

There is only one question that a prospect wants answered before they consider anything you propose. The acronym is WIIFM. What is in it for me. If you are in business learn to answer this question more often than not you will surely learn to persuade many.

If you are trying to persuade someone forget who you are, forget what brand you are, or sure forget the logo. In my kind of language prospects sure don’t eat logos, they don’t eat a brand. But they sure want to know what is in it for them.

If you want to learn a bit of persuasion listen to politicians campaigning. They sure know a thing about persuasion. Marketing is all about the customer and less about you. If you want to be a terrible marketer be self centered bragging all the way to zero. You cant be a selfish marketer and persuade successfully.


Written By Aubrey Mavhuli Chief copywriter @




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