It’s been proven when somebody makes a buying decision, they do so for one of two opposing reasons:
1) Pleasure or Ego: They want to move toward something. This is known as "chance of gain" positioning. Your product or service helps people further their pleasure, realize a passion, or take some action that makes them happy, e.g. a new car; a pair of skis; a book about being successful.
2) Pa.....
... read the rest of this article at the source: Pleasure and Pain Ego Fear
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