What's in It for Me?

Every conversation is, you could say, a sales letter. You can't just lie and say that you've got the best stuff. You've got to prove it with facts. Then the letter must be persuading the reader to reach out and seize the advantage. Motivate the reader to act. Respond, order, write, come in or send back the coupon. What's in it for me? W-I-I-F-M.