Okay, so W.I.I.F.M. stands for What’s In It For Me, and I touched on it earlier when I said newsletters are really for internal news like nobody cares. So, this is the thing that I want you to start thinking, what’s in it for me? And I’m not talking me as in me, I’m not talking you. I’m talking about your customers because that’s what they’re going to think when they open your email or get an email from you. Why am I going to spend X seconds reading your email, opening your email, and wasting my time? You’re taking up valuable space in my inbox. Why should I open that email? There needs to be something in it for them. So what’s in it for me? Always, when you’re creating an email, look at that. So look at why somebody should care enough to open that email. So, it’s just a mindset shift. So, it isn’t coming from a place from you, from the company. You want to generate the sales. That’s the why. That’s why you’re sending the email in the first place. But the actual message in the content of your email from the subject line, right the way through, needs to address the need of the person who’s going to be receiving the email. Why should they care enough to open your email? If you can’t answer that then you’re not going to get the results that you want.