With each sales pitch you create, you must focus on need or desire that your product will satisfy.

If we only buy what we NEED, there’ll be No Rolex, No BMW, No Mercedes, No Botox, and definitely NO Starbucks coffee. We certainly don’t NEED any of that stuff, but we WANT them! Here’s what most people are looking for in one way or another:

* More money

* More free time

* More respect

* Better physical health

* Better mental health

* Less stress

Remember, people buy what they WANT, not what they NEED.

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Tricks of Trade #3 - Even When They're Sold, People Need To Satisfy Their Emotional Decisions With Logic

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Even though people buy for emotional reasons, they need to feel that their decision was backed by solid logical reasons.

Think about TV commercials for cars. They offer a perfect picture of "justification."

Here's how they work:

First, there's a stirring image of car itself – beautiful, stylish, new. (In your head: Wow! That car looks cool...)

In background, there’s a mountainous landscape (In your head: Wow! That's rugged... like me!) or a five-star hotel (In your head: Wow! That car would give me status."

And, of course, no car commercial would be complete without a beautiful, sexy woman. (In your head: ...let's not go there!)

Next, you see an interior shot to show how luxurious your life will be with this car. You get to listen to state-of-the-art sound system. (In your head: Hmm... I can listen to my favorite music.)

Then, there’s a shot of car driving by ocean. Put it all together and you have an effective 20-second movie that’s designed entirely to appeal to emotion.

But wait, car commercials don’t stop here.

Oh...no way. At end, they "get down to business" with numerous bits and pieces of information – size of engine, statistics on fuel economy, speed, weight, interior space, rankings in national survey, financing information and customer satisfaction reports, and so on.

It flashes by at lightening speed, usually so quickly that you can't read it.

But Don't Worry: All This Data Isn’t Meant To Sell The Car.

It’s included to make YOU feel good and justify decision you’ve already made. (I’m gonna buy that baby now or when I got some money because it's SMART thing to do!)

The lesson: People CAN be convinced, when facts are explained, when risk is taken away, and when their deepest, most selfish desires have been tickled and nurtured and seduced.

All right, time’s up! Whew... right on time. 3-½ minutes. (Hey, I don’t just always “hype” headline to get you to read my stuff, do I?)

Until next time...

Dan Lok

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