This is a great point, I call it WIFFY – What’s In It For You. Relevant not just for a cold call, but anywhere where you need people’s attention – talk? Presentation? Raising $$$? Etc.
Last fall, I attended a seminar with the great healer, Bob Duggan. Shalendra’s words reminded me of a message that Bob delivered then:
When you are going to speak, do you decide how and what to speak?
Every word you speak is a treatment to the listener. Design what the listener is going to get because words are like medicine.
The Native American tradition talks about the seven generations, and asks will what you speak serve the three generations after you, and honor the three before?