In this instructional monologue, the speaker critiques an email from video strategist Sheryl Plouffe for repeatedly using first‑person pronouns (I/me) seven times, arguing that such self‑focused language fails to address the audience’s primary concern—what’s in it for them (WIIFM). The speaker explains that content creators—coaches, consultants, speakers, authors—should view every piece of content (emails, videos, podcasts) as a vehicle to serve the audience, not to showcase themselves. Overusing "I" erodes connection, wastes time, energy, and money, and hampers brand growth. Listeners are challenged to audit their latest content, identify excessive self‑references, and replace them with audience‑focused language (using "you"). By shifting to a WIIFM mindset, creators can build stronger connections, increase engagement, and grow their online presence and business.
Chapters
She's an expert at what she does, but yet this email falls short. Sheryl Plouffe, your video strategist, and this is a person who I, I know, admire. I know she's great at what she does. In the course of this very short email, she mentions herself 7 times using the word me or I 7 times. When people are opening your emails, when they are watching your videos, when they are consuming and listening to your podcast or even really any type of content that you create that helps to build your online presence, that helps you to build your brand. They are dialed in to a radio station and the frequency is WIIFM, what's in it for me. They want to know what's in it for them. When I read this email, there's absolutely nothing in it for me and it's a travesty. Because I know who this person is and she has a good heart and she wants to serve people, as do most coaches and consultants and speakers and authors. We are here to serve. We feel like we're on a mission. We're here for a purpose. But yet a communication like this is falling short because of the mention of herself so many times in the course of this email. So here is my challenge to you. I want you to look back on your latest piece of content. It doesn't matter if it's an email, a video, a podcast, and I want you to challenge yourself to dissect it and see if you're mentioning yourself too many times. Maybe you go back and look at your emails or your videos and you find out that you haven't mentioned your viewer at all, that you have not referenced them, and that's a huge mistake. It's a huge messaging mistake that will cost you time, energy, and money in the long run because You cannot build connection that way. So I want you to really think as a content creator that your content is a vehicle to serve others. And if you look at it through that lens, you will have far more success in building your online presence and subsequently your, uh, your business. As you think about your viewer, your reader, the person who's consuming your content, replace the I's and the me's with you. Speak to your audience. Speak to your ideal client and customer, the person that you want to connect with, and you will see far, far more success and engagement in the content you create.
