Seems like a simple and obvious question to ask, but more often than not, because we know so much about what we do, we think everyone else does too, and will care. The fact is, no one does.

We’re not bad people, we’re just far too busy and constantly being bombarded by thousands of others trying to get our attention.

You’re not going to stand out by telling me what you do, or the features or benefits of your product or service. Tell me a story worth my attention. Show me why I should care.

If you can answer the question “Why should I care?”, you’ll get my attention and likely get me to take the action you want me to take.