Contrary to popular belief, we buy based on emotion, and not logic. (Think about it – if it was the other way around, disability insurance and pre-planned funerals would be much easier to sell.) As consumers, we’re first emotionally committed to a sale. But we want one more thing: a really good reason to back up our feelings. We want proof that a product or service will deliver and make all our dreams come true. We want to be convinced that your product is the best product.
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