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99% of businesses don’t need what you’re selling 99% of the time. So how do you market in a way that people think they NEED you?

No one needs a ½ inch drill bit.  So, why do they buy it? Because they need a ½ inch hole!

In other words, clients don’t buy from you because they need your product or your service. They buy solutions, not products.

So how do you position yourself to be the one they call when they need what you sell? In your marketing, paint them a picture of how you help your customers get over the very thing they’re afraid of.   This means you must truly understand the psychology of your customers at their point of purchase.  Once you do, think through every touch point of the purchase cycle and make sure you’re focusing on getting them through the event.

Directly acknowledge that you understand their pain/fear etc.  and show them how you’ve built your business to ease those emotions.

What do you want them to think and feel about your product or service before they decide to buy it? Here are some emotions you should strive to instill before someone buys?


If someone doesn’t trust you, your brand or your product, they’re probably not going to buy from you.

They need to trust that your product will do what it says. They need to trust that you have the requisite experience to meet the promises of your product.

If it’s an online purchase, they need to trust that your site is secure and that their information won’t be sold or hacked.

Desire for Security

Security is one of the most powerful emotions in the human psyche. Even people who say they’re adventurous, who claim to be risk takers, all still care deeply about security.

Security is that vague underlying sense that you’re safe in the world. That your world isn’t going to suddenly turn upside down and change.

There’s a deep part of the human brain that just wants life to stay the same. It’s the reptilian brain whose sole job is to stay alive, eat and have a family.

As far as this brain is concerned, your life is just fine. You have food on the table and you’re not going to die anytime soon. This part of your brain does not want to jeopardize that.

That’s why starting a business is so scary. You’re going against what you know is safe to do something risky. That’s why going to a new country, leaving an unhealthy relationship or buying an unproven product is scary.

When people think security, they often think of money. That’s not it at all. Security is the subconscious sense that you know how the world works and that you’re safe in this world.

One of the most powerful things having a strong brand does is create security. People feel more secure buying cereal from Kellogg’s than from a no-name brand. Why? It’s all just puffed corn. What’s the difference?

One brand comes with security. It’s part of the known world. The other is an unknown. The subconscious mind sees it as a little riskier.


One of the most important feelings when buying a higher ticket item is the feeling of urgency. That’s the sense that if they don’t buy now, the opportunity will slip through their fingers.

To see this in action, try visiting a used car salesman. They’ll often say things like “well, I have another customer who’s also interested” or “yes, but I can only guarantee this price today, as we might be raising prices tomorrow.”

Smart retail marketers use similar, but more subtle tactics. If someone decides to buy later, 90% of the time they’ll never buy at all. The goal of any good sales structure is to get them to buy right now.

Five Strategies for Generating Emotion in Your Marketing

You can use specific active strategies for generating emotions.  These are some of the most common and most effective methods of creating emotions.

  • Customer testimonials – Testimonials hit several important emotional triggers. First, it increases your credibility. Showing real results can help demonstrate what your product is capable of. Second, testimonials also tap into social proof. If a lot of other people are doing something, that creates social pressure to do it also.
  • Audio and video – Multimedia can convey emotions much more powerfully than text. Your voice tone and your body language can both evoke emotions. If you’re excited, your customers will start to feel excited as well. In addition, you can also convey credibility and professionalism by putting out top-notch videos and audio.
  • Creating communities – If you can create a community through a discussion board, a blog, a chatroom, discussion areas or any other means, you can also create a lot of loyalty. Instead of you selling your own product, people in your community will do the selling for you.
  • Phone consultations – There’s nothing quite like one on one interaction for creating powerful emotions. Credibility and reciprocity are instantly taken care of. In addition, you can also use it to convey excitement, promise big benefits without sounding salesy and create a sense of urgency.
  • Initial free phone consultations have been a popular marketing tool among high ticket marketers for eons. If you’re selling a product that’s worth more than a few hundred dollars, doing a phone consultation can really help.

Emotions, emotions, emotions. That’s the name of the game. Selling a product successfully isn’t about logic; it’s about emotions. Learn how to direct your customer’s emotions and you’ll have a thriving business.

Don’t sell the thing. Sell what the thing will do for the client and how it will make them feel.

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