Ever find yourself wondering, “What’s in it for me?” It’s a question that subconsciously runs through our minds almost every time a request for our time or money arises. Since it’s socially encouraged to be altruistic and help others even if there is no personal gain involved, we’re probably just acting with such benevolence towards our fellow man because we know one day we’ll get to read that well rehearsed Humanitarian Award (or Nobel Prize) speech saved on our laptop. Don’t feel bad; it’s human nature to look for personal gain in most opportunities. With this in mind, when marketing and selling to potential customers, you must focus almost exclusively on their desires, needs, and expectations. What’s in it for them?

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