How to Motivate People to Buy

If you’re in business, someone’s got to buy something for you to make money.
At least last time I checked.
And if you’re sick of hearing that people buy because of emotion, well then … that would be a strong emotional response to a logical assertion, no?
But I hear you. Over and over you’re told that people buy according to emotion, and it seems not to make sense when it comes down to selling your products and services.
Maybe that’s because you’re thinking about emotion in the context of feelings rather than motivation.
And that would definitely be confusing, because it’s not feelings you’re after. In fact, provoking feelings can kill the sale instead of prompting it.
Nothing more than feelings … (fail)
Feelings are magnified, messy, and often misunderstood forms of emotion, and that makes playing with them potentially dangerous. What we’re trying to do is motivate people to do something very specific (buy) … not get them to weep, fly into a rage, or jump for joy.
This may be why so many people doubt that we make purchase decisions via emotion. We don’t always detect a strong feeling when we reach for our wallets, so we must be acting from a purely logical standpoint, right?
Not likely.
You simply justify your existing desire to purchase with logic. You’ve already decided you want it. It’s still possible to talk yourself out of it, but the motivation to buy was put in place while your logical brain was making other plans.

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