People, not businesses, make decisions. And emotions drive our decision-making, although we justify them afterward with logic.
So, what’s the most common emotion people feel when facing a decision? Fear of loss.
Many businesses try to address this fear by discussing hope for gain (i.e. more money, time, peace of mind) while marketing their products and services.
However, hope for gain is not enough to drive prospective buyers to proceed with a purchase. You still need to alleviate their fear of loss before they’ll act.
Are you recognizing and resolving your customers’ emotions?
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