To continue with the theme of “Get Rid of Your I-Infection,” how many message do you receive that begin with phrases like:

I want to invite you to a special event
I just had to tell you about my new program…
I know you're going to love this!

Though the intention is to imply a caring attitude, the authors of these statements sound like they're begging to be listened to—and they are.

Begging never helped a relationship.

Consider how these alternative openers make you feel:

You're invited to a special event!
This new program for entrepreneurs will double your revenue.
You're going to love this new !

None of them talk about the person making the offer. All are you-focused.

The first makes us feel included—a basic, universal human need.

The second is a . It asks us to do something and offers a reward—a benefit—for doing it.

And the third is a simple value proposition. Stuff we love makes us feel good. Watch the new and you will, too.

Prospects—especially those who don't know you—don't care what you want, what you have to do, or what you know. They want to know what you have to offer them!