| Premise: We buy to gain more control. It’s often said that consumers don’t make logical buying decisions, they make emotional ones. But what does that really mean? And how can we take advantage of it? When we zoom in we see that people only purchase when they expect to gain more control over their life. And that control comes in five different flavors, each with its own language. We buy to gain more: Riches, Power, Freedom, Love or Safety. And those are the only reasons we buy. So, however abstract and technical your product may be, if your customer can’t connect those dots, they won’t feel motivated to buy. It’s worth noting that motivation and emotion are two sides of the same coin. They are both unconscious movement. And in this case we want unconscious movement towards the “Buy” button. So in this short, practical book we’re going to show you how to communicate the value of your product through these deeply motivating lenses. If words are weapons, you’re about to upgrade your emotional shotgun for a high powered sniper rifle. |