View Askew

It seems contradictory to tell one's self they are worthy of love. Isn't he whole nature of loving and being loved contradictory to the notion of bestowing and receiving love based on ones worthiness?

Whenever I've been given this advice from my professional friends ( aka therapists) I just can't seem to fathom the concept of it.Yet I am told to repeat that mantra.

Why? 

I am only myself. If I am loved the assessment of my worthiness really has little to nothing to with it.

Am I wrong? Is my view askew? What am I missing here?

-namasdave