Most sales messages (AKA sales spam) that I see or receive are overly "me" centric. The message focuses on a seller's agenda when it should focus on the prospects agenda. If you don't communicate your message from the prospects point of view, you lose. Buyers want answers to their business problems. If you can show them that you solve those problems, you have a shot at a customer for life. But a word of caution... when I say, "show them how you solve their problem", I do not mean rolling into your dog and pony, feature/benefit pitch.