Whatever you are marketing or buying most of the time it is based on emotion. People buy from emotion seeing is how we are emotional creatures. Of course we buy the necessities in life but much of what we buy or how we buy is straight from our emotions.

Most of the time we may not have the money to buy what we need but we can usually find the money for the things we want. We usually buy from want not form necessity.

Ferraris are not made because people need a $100,000 dollar car they are made because people want them. Just like fashion, people do not need fashion it is something they want out of emotion.

Let’s take a look at this for a moment. The 2 emotions we tend to buy from are desire and fear. The desire to have more money, be more beautiful, smart, sexy, confident, to have more time, less stress etc. Or perhaps the fear you won’t have enough money, not be as smart as others, be as sexy, be loveable, fear of being lonely and so on. These 2 emotions drive our buying psychology.

So the question is what do people buy more from fear or desire?

Do you desire out of the fear of not having something or being a certain way?

Or do you first feel fear then desire kicks in?

It is like the chicken and the egg, which one came first?

As far as marketing your home business is concerned which is better to market fear, desire or both. I guess it all depends on the product or service you are marketing. When it comes to making money you could use both. The fear of not having enough money and the desire to have more. When it comes to physical looks, like being more beautiful, sexy and attractive you could use desire. The cosmetic and plastic surgery industries are mostly based on the fear of looking older and having wrinkles or lines in your complexion.

The list goes on, those are just a few examples that motivate us to buy. So you can see why desire and fear are such big motivators in the marketing field. Some things are bought out of fear, desire or both. This holds true for any product or service.

Ron Randall

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