Did you know that there are six basic emotions that drive human behavior, regardless of the nation or people? That's right! In the 1970s, psychologist Paul Ekman traveled all over the world studying emotions, and he concluded that these emotions are universally recognized.
According to Ekman, emotions are more powerful than instinctual human drives of sex and hunger. Extreme disgust can actually override the desire for sex, and extreme unhappiness can override the desire to live.
In sales, you must figure out how to trigger any or a combination of these emotions in your sales copy or presentation if you want to move people to buy. Here's how:
1. Anger: Make them angry with the current state of their laptop if you want them to buy from you.
2. Disgust: Make them disgusted with poverty if you want them to buy your financial coaching services.
3. Fear: Instigate the fear of not buying now for less or the fear of missing out.
4. Happiness: Show them testimonials of happy past customers of your product and service.
5. Sadness: Make losing their homes to fire sad, or add images of sadness if you want them to buy your insurance product.
6. Surprise: Surprise them with amazing offers and discounts.
Remember to thread these six emotions into your sales conversations and copy. By appealing to your customers' emotions, you'll be able to make a more significant impact on them.
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