 If you want to sell something, if you want to convince people about something, or if you just want something from someone, you have to understand this one thing. And you have to understand what's in my head. Nobody cares about you. They only care about themselves. So if you're making an offer to somebody, telling them about your great product or your great service, they don't give a crap. All they care about is, what am I going to get out of this? What am I going to get out of this? What am I going to get out of this? So when people send me an email saying, hey, we've got this cool new thing, this cool new service, I don't care. What am I going to get out of it? If you want to get good at selling, you have to first understand what is the other person going to get out of it. And that's what you want to start with always.