Selling To The Lizard Brain - Hot, Profitable Emotions

Quick quiz . . . why do people *really* buy things?

Do they buy for logical, consistent *boring* reasons?

Or do they buy for hot, passionate *emotional* reasons?

Well, if you've been banging around the marketing world for any length of time (or have ever actually *sold* anything) you know that . . .

People *Buy* Based On Emotion . . . .

People buy your stuff because of *feelings* . . . .

But they *Justify* With Facts . . .

Why does the out of shape 45 year old ex-football player buy a monstrous humvee?

Because he wants to *feel* big and powerful and virile and tough and unstoppable . . . (though he'll *tell you* that he bought it because it keeps him and his family safe. Very logical. Really.)

Why does the snarky copywriter and marketing consultant spend his hard-earned money on a swanky new iPhone?

Because it makes him *feel* hip and cool and special . . . (though he'll tell you that he *needs* it to stay on top of his email and to do important work while out of the office. Good one.)

Why does the yuppie new mom splurge on a *designer* baby stroller when the old fashioned *push* cart will do just fine?

Because she likes the way it *feels* when she's walking down the street pushing her bundle of joy ahead of her and drawing envious gazes from baby-crazed women everywhere (though she'll *tell you* that she just wanted the highest *quality* cart . .. and after all, it was 20 percent off!)

"But What Emotions Actually Make People Buy?"

If you ask any old-school sales guys, they'll tell you that there are really only 2 reasons that people buy:

Greed . . .

And Fear.

And to a degree, they've got a point.

*Fear* of losing something, of having your house broken into, of having your wife seduced away from you is a *powerful* motivator . . .and if you can allay a powerful fear you can sell what you've got like hot cakes.

And playing on the "Greed Gland" is a tactic that goes way back to caveman times. I mean, heck, the whole reason I call myself "Mr. Moneyfingers" is to tickle that little greedy place in the back of a client's brain.

But Greed And Fear Aren't The Be All And End All Of Emotional Selling

In fact there are a whole *slew* of emotions that you can use to crawl your way into a prospect's head and appeal to that most primal, emotional "lizard brain."

What are they? Well here are just a few of my favorites . . . .

* Pride - Can you position your product as something that will give your prospect pride? Or will *not* buying what you've got suck away their feeling of self worth?

* Envy (this is one of my favorites) - Can you make your prospect *envy* you or someone who's used your stuff for the results they got . . . . or can you paint a picture of how they'll be envied by others once they make the smart choice and buy today?

* Shame - Can your product or service help your prospect defeat a feeling of shame? Or will they *feel* ashamed if they *don't* buy and something goes wrong?

*Anger - Are your prospects *mad* about something? Are they sick of being *ripped off* by some of your competitors? Position your product as a way to get *revenge.*

* Pain - (physical or emotional.) If your prospect is hurting, show that your product can relieve that pain and they'll buy without even bothering to justify with logic (as a back pain sufferer for years, I can't even tell you how much I spent on whacky devices and "wonder cures.")

* Gratitude/Guilt - Give your prospects value for *free* and a lot of times they'll buy from you to say "thank you" . . . or because they feel like they should.

* Lust - Just turn on the TV . . . you'll see Lust selling in full effect.

And on and on and on.

"Powerful Stuff, Chris. But It Feels A Little . . . Um . .. Sleazy"

Now, if you're not a jaded marketing weasel, all this talk of "emotional selling" can sound downright manipulative.

I mean, after all, shouldn't the *quality* of what you've got to sell be all that matters?

Sure it should..

Then again, we *should* all look like Brad Pitt and Angelina Jolie, we *should* all be rich, we *should* have perfect health and on and on down the line.

Unfortunately, the world doesn't work that way.

But if you can *imagine* making more sales, making more money, building your business, actually *helping* people with your products and services, becoming the envy of all your friends and making your old boss go positively *green* . . . well, then you need to stop focusing on "shoulds" and start selling to the heart