Amateur salespersons write their pitches to make themselves look good. Professionals realize that a good sale happens when a customer feels good about themselves.
People don’t share something they find online merely because it’s cool. They do it because the act of sharing makes them look better.
The toughest part is to strike a balance between looking good, and making other people feel better about themselves.
We could start with what we forward online – to think of forwards from the receiver’s rather than the sender’s perspective. The internet would become a better place that way.