That’s the question most people ask when making a decision.

Which means, if we’re offering a product, service, or solution, it’s in our best interest to frame it in terms of what’s it in for the other person. Yes, we may have an incredible company, great people, and so much to offer. But all those things may be viewed as irrelevant if the person making the decision doesn’t see the benefit we can provide them.

Now, there’s an appropriate place for letting them know about our track record and what we bring to the table. This can provide them with peace of mind knowing that they can trust us to follow through on what we’re promising.

But if this becomes the focus of what we talk about, instead of how we can best serve them, we’re missing the point: Most people don’t care that much about what we’ve done; they do care about whether we can provide a solution or service that will benefit them in their current situation.

And if they feel that we’re both serving them well, and being generous in doing so—that we’re providing them with incredible value—then we have an opportunity to build a long-term relationship. But once they have the impression that we’re more interested in ourselves than them, it can quickly undermine the prospect of a healthy relationship.

So, when advertising to potential customers, when trying to convince someone to use our products or services, how much is the messaging centered around us and how awesome we are, and how much is focused on the other person, their needs, and how they can benefit?

Because unless they see what’s in it for them, it will be all too easy for them to pass on by.