<b>It Sure Feels Good </b>
<b><u>Key Points</b></u> <u>
1)People buy on emotion. Later they use logic to justify that purchase to themselves.
2)People do not buy things! They buy feelings and results!</u>
These are two points that took me a few years, but once I did my income increased parabolically.
Let me give you a few examples to illustrate the point. Let's say you just bought a new Ferrari. Why did you buy it? It sure as hell wasnt because its a good reliable car (Coz it's not, they are pieces of shit that spend more time in the shop then on the road). If all you wanted to a ride could have bought a Saturn and it would do the same thing for you. You did not buy a Saturn though did ya..even though you could have easily done so. Nope. So why did you buy that Ferrari? Probably for status. Probably to make your friends envious (or because your friends already have one and your envious and you need your own damn it!) and for the lustful glance from an attractive woman. Nothing magic happens when you buy that Ferrari, your dick doesnt suddenly grow 3 1/2 inches. It's just another car, but a lot of feelings of accomplishment and satisfaction go into buying that car.
The entire financial industry is built on selling a feeling. Why do you invest in the stock market? Probably so that you can retire comfortably and not have to have your kids support you or be forced to rely upon SSI. How does that make you feel? Secure. You invest so that you can pay for your kids college education, because god forbid Johnny doesnt go to a four year university. I mean, if he can't at least get into the State University what the hell does that say about you as a parent to your friends. You might as well stamp loser on your forehead. So, you invest in that IRA etc so that you can pay for little Johnny to get the hell out of the house one of these days and land "a good job". Because when he does that you can tell all your friends how well little Johnny is doing....and you feel pretty damn smug about it..especially since that prick Dan who seems to have everything has a fuck up for a son. At least your one up on Dan when it comes to your son! Take that Dan, you prick!
It's also very important to note that your buyer is not just a click or a page view or a company. No, there is a real life person on the other side of that transaction. A real life person that has to take the credit card out of his pocket and pay for it. He wants to look smart for buying your product, it wants it to solve some problem he is having. He wants to look so damn smart for buying your service that he gets a $4.00 an hour raise and when he gets home and tells her about it she rewards nicely for it that night. That's why he buys.
Never forget that your buyers are people. That they are emotional, that they have wants and they have needs, and they are only buying from you to fulfill those wants and needs. When you can isolate those dreams and the feelings that go with those dreams selling a product to a person is like taking candy from a baby.
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