Appeal to their greed or fear.

There are two basic underlying buying motives: greed and fear.

Greed is when you want something. Greed is not bad. It’s simply a desire for something. Food. Prestige. Power. Stuff. Health. Fame. Money. Success. Big muscles. Skinny waists.

Fear is when you want to avoid something. Danger. Being fat. Looking ugly. Shyness. Death. Lack of self-confidence. Humiliation. Failure. Loss of property or possessions.

Of the two motives, fear is stronger. We would rather avoid pain than get pleasure.

Answer these quesitons:

• What do your prospects want (greed)?

• What pains do my prospects want to avoid (fear)?

Focus on only one of those hot buttons: greed or fear.