Some people think what this means is that you need to learn to love yourself before you are able to love others. But that is not what Jesus is saying. He is saying, love others like you already love yourself. We do not need to be taught self-love. That comes naturally.
People are concerned about what THEY are like.
People are concerned about what others think of them. Love is not about feeling good about ourselves. It's about forgetting ourselves, and thinking about how others feel. But that's not the way we are by nature. By nature we want others to make us feel wanted and accepted and loved.