Daniel Levis wrote:

They can afford it. Great! They’ll never think of whether they can afford it or not until you get them emotionally involved in wanting it!

And who cares if you offer the best service, or the best value, or if your firm has the best reputation, if they don’t want it?

Most often we’ll get several logical reasons why people buy, before we get a single reason that even smells remotely like an emotional one. But that’s not what I’m getting at here …

Today’s post goes beyond the idea that people buy for emotional reasons, and then back up their decisions with logic.

It cuts straight to the core of what gets those emotional wheels turning between your prospect’s ears in the first place. It reveals the real reason people buy.

Your prospects buy from you, when they sense doing so will extend or enhance their self-image in some way…