As humans, we are unquestionably self-interested.
In business, politics and economics, self interest reigns supreme as a normative principle of human behavior.
It was the British moral philosopher Adam Smith who said, “It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their own self interest.”
They help us put food on our table because by doing so, they are able to put food on their own.
This means in order to be a great leader, entrepreneur or writer, you need to know how to appeal to people’s self interest.
The truth is people just don’t care how good you are at what you do. They only care how good you’re going to help them become.
In an age of distraction, no one has time to read anything that’s irrelevant to them.
No one is going to buy a product that doesn’t benefit them first.
No citizen votes for the benefit of their neighbor, but for themselves.
Every person who reads your writing, buys your product or votes for you is thinking, “What’s in it for me?”
If you can answer that question for them, you’ll have influence.