Position your product as a tool that helps the buyer bridge the gap between their current self and their ideal self.
Buyers seek to either gain pleasure (status, efficiency, joy) or avoid pain (fear of loss, stress, wasted time). Pain is often the stronger motivator. The Mind of the Buyer: A Psychology of Selling
Your job is to help the buyer see how uncomfortable their current state actually is, and then paint a vivid picture of the "New Way." The sale happens in the space between where they are and where they want to be. 4. Reciprocity and the "Liking" Principle People buy from people they like and trust. Position your product as a tool that helps
A buyer only moves when the pain of their current situation (the Status Quo) outweighs the cost and effort of changing. Your job is to help the buyer see
Sell to the heart first, then give the brain the facts it needs to feel smart about the choice. 2. The Power of Cognitive Biases