No One Cares—Why People Tune You Out (And How to Fix It Before You Speak)

Have you ever had the feeling that someone just… doesn’t care?

It could be a customer (probably), an employee, a partner, a vendor, a neighbor, a relative, a pastor—or yes, even a spouse (ouch).

So why does it feel that way?

There’s an old saying that gives us a clue: “No one cares how much you know until they know how much you care.”

That cuts both ways.

The real question is, do you care?

Did you take interest in what they’re dealing with—their fears, hopes, pressures, goals, and frustrations?

When it comes to communication and persuasion, I always come back to something I learned from Dan Kennedy.

He says everyone walks around with their internal antenna tuned to one radio station:
WIIFM—“What’s In It For Me?”

That’s not totally selfish.

It’s just how people are wired.

And it applies to business, selling, leadership, and everyday interactions.

If you want better results, more engagement, more trust, and more forward motion, you have to meet people where they are.

Speak to what matters to them, not just what you want to say.

So before you post online…
Before you send that email…
Before you text a client…
Or even before you ask your spouse for a back rub…

Pause and ask one simple question:
“What’s in it for me?” (From their point of view.)

— Owen

P.S. Are you active on LinkedIn? I just shared my first-ever article there and would appreciate any reactions and discussion you’re willing to add. And since you’re already thinking ‘WIIFM’, take a quick moment to refresh your profile: use the same professional photo everywhere, double-chck your links, and clean up outdated or missing details. This consistency helps srch engines better recognize you and your company, making it easier for future clients to discover you.

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Conklin National Convention | January 29–31 — If you want clarity, renewed focus, and to be surrounded by people moving forward in 2026, this is a room worth entering. The opening inspiration from Pathfinders team founder Rod Livesay, along with insights from Brian Biro, Josh Sundquist, and real contractor conversations, sets the tone for the year ahead. Details at conklinnationalconvention.com, but you must register on-site (with your account ID #) or reach out to Owen with questions.