Marketing basics boiled down to memes.

Self-interest is at or near the top of every decision every one of us makes, every time. Including choosing what we will buy, who we will buy it from, and where we will buy it. Never mind magnanimity. More often than not it’s all about me, me, me.

So, in marketing communications, it is important to remember to appeal to the self-interest of your prospects. Not just in passing. Not just some of time. But always.

Your audience doesn’t care if you’re proud of what you do. It doesn’t matter to them that you’re excited about what you offer. They’re not interested in anything about you—except when it comes to how you can help them achieve what they want or need.

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