Ghost Writer Toolkit

"What's In It For Me" in Ghostwriting

You know how when you're scanning radio stations, you stop when you hear something that grabs you? Maybe it's a song you love or news you need. You don't stop for static or stuff that doesn't matter to you. Writing for clients, especially ghostwriting blogs, is a lot like that.

If you're not tuned into what your reader actually cares about – the "What's In It For Me" or WIIFM – they're just going to scan past your station. Getting this right is crucial, especially now with AI changing the game. It's about making sure your words don't just sound like the client, but actually connect with the person reading them.

The Balancing Act: Sounding Like Your Client, Speaking to Your Reader

Ghostwriting is a bit of a tightrope walk, isn't it? You've got to sound exactly like your client – that's the job, to become almost invisible so their voice shines through. But, and this is the tricky part, you also have to keep the reader front and center.

Think about it: why does someone read a blog post? They're looking for something. An answer, a solution, maybe just understanding. They're always asking, even subconsciously, "What's in this for me?"

If your writing only talks about the client or their company ("we did this," "our product has that"), the reader tunes out. Your focus has to shift from just the company to what the reader actually gains.

Making WIIFM Work for You

So how do you actually do this? It's not about guesswork.

Know Your Listener (The Reader)

First things first, you have to understand who you're talking to. What keeps them up at night? What problems are they trying to solve? What are they hoping to achieve?

If your client has a style guide or audience profile, great. If not, you need to dig in, maybe even look at customer reviews or feedback if possible. You need real insight, not just assumptions.

Turn Features into Payoffs

Clients often talk about features – what their product or service does. Your job is to translate that into benefits – how it helps the reader. Instead of saying, "Our software includes advanced analytics," think about what that means for the reader. Maybe it's, "You can finally see exactly which marketing efforts are paying off, so you stop wasting money."

See the difference? One is about the tool, the other is about the reader's win. Always ask "So what?" about every feature.

Build Your Content Around Benefits

Let the WIIFM guide how you structure the post. Start with the biggest benefit in your headline and intro. Organize your points around what helps the reader most, not just what the client wants to announce. And end by making it clear what they gain by taking the next step.

Simple Ways to Speak Their Language

Getting the WIIFM right often comes down to the words you choose.

It's About "You," Not "We"

This sounds simple, but it's powerful. Swap out "we," "us," and "our" for "you" and "your" whenever you can. Instead of "We launched a new service," try "You can now solve [problem] faster with this service." It instantly makes the reader the focus.

Check for too much "we we we" language. It's an easy trap to fall into.

Maybe Build a "Benefit Bank"

Developing a sort of mental (or actual) list of common benefits for different situations can be helpful. Things like saving time, saving money, reducing stress, gaining confidence, looking good to their boss. Having these ready can help you quickly connect a client's point to a reader's need.

Keeping the Client's Voice While Focusing on the Reader

This is where that balancing act really comes in. You need to sound like the client while making it about the reader.

Getting the Voice Right

You learn the client's voice by studying their stuff, listening to how they talk, understanding their viewpoint. But as you adopt that voice, you're constantly translating their ideas into reader benefits. It might mean gently reframing what they said without changing the core message.

Handling the "Me-Focused" Client

Let's be honest, sometimes clients just want to talk about themselves or how great their company is. It’s natural. But that often doesn't connect. Part of the job, especially in a long-term relationship, might be to gently guide them. It’s about showing them how focusing on the reader ultimately helps them reach their goals.

Why This Matters: The Payoff

Focusing on WIIFM isn't just fluffy writing advice; it delivers real results.

For Your Clients:

For Your Readers:

Finding Your Frequency: The Final Takeaway

Think back to that radio analogy. Your job as a ghostwriter is to find the frequency your client's audience is listening on. That frequency is always tuned to WIIFM. You have to broadcast the client's message, in their unique voice, but make sure it's playing the music the listener wants to hear.

It's about balancing those two things – the client's voice and the reader's needs. It creates that win-win-win: the reader gets value, the client gets results, and you get the satisfaction of doing work that truly matters.

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