People don't like to be sold, but they love to buy.
People want to feel good about the choices they make. They want to know they're choosing material that's not going to harm the environment.
Advertising works most effectively when it's in line with what people are already trying to do.
Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.
We each focus on what we're going to buy, but that's an incorrect focus. Focus instead on why you want to spend the money on this or that. What feeling in you does it satisfy?
People will buy products for quality, and they will buy products for bargains.
Without a specific reason for the consumer to behave, without a reward or benefit, the overwhelmed consumer will refuse.
