If you break it down, every decision you make every day is guided by the question "What's in it for me?"
The answer is not always about what you will get, but about how you will feel.
This is one reason sales people talk about selling benefits and advantages as opposed to features. Benefits and advantages get closer to answering the question, What's in it for me? Often by appealing directly to an emotion.
Benefits and Advantages speak to emotional responses by avoiding or promoting the existence of one of the four core emotions:
So when selling a product or service, make sure you are answering the question What's In It For Me? And consider the emotional connection you are trying to make.