That’s what most people are thinking most of the time. And if only I’d known that when I was 18 I’d have done a lot better.
When they’re reading the paper – what’s in it for me? When they’re watching TV – what’s in it for me? When they’re doing their shopping – what’s in it for me?
Once you understand this very simple fact of life everything else falls into place. Well, nearly everything, because there are some things in life we just won’t get, of course.
So when you approach someone to try and interest them in something, or you write something to persuade people to do something, like buy your product, they’ll be thinking – What’s in it for me?
Philip Gegan
