How reframing outreach around the other person gets better results

Executive overview

Most outreach fails because it centres on what you want, not what the other person gets. WIFT (What's In It For Them) is a simple reframe: before contacting anyone — for sales, partnerships, or networking — ask what value they receive first.

Shift every ask to lead with their benefit, and response rates follow.

Applying WIFT in practice

• Target people who have already shown interest in your problem space — they're primed to care
• Open with "I think you'll enjoy this" or "I'd love your advice" rather than "I need this from you"
• Offer exposure, money, or promotion — things they actually want — before mentioning your goal
• Asking for advice or input makes people feel important, which drives faster replies

Real examples

• Emailed four journalists who'd written about a competitor; two replied within 10 minutes using this framing
• AppSumo launch pitch to partners: "I'll promote you to 10,000+ people and pay you — it's free to you"
• Brandon offered to take headshots first, then proposed a video collaboration; now earns five figures from it