Even if they deny it, people appreciate being told how great they are. Create language that strokes the reader’s ego, and they’ll be more receptive to your offer. Knowing your intended audience is crucial to the success of this strategy. In what ways do they take pride? What are some of the traits that they like to highlight? In what area do they excel the most? A new device to flaunt your technological prowess; the “razor a hard-working guy deserves;” a “outerwear piece fit for the most daring member of their circle;” etc.