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All Buying
Decisions Are... WHAT?
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Contrary to
popular belief, buying is not a rational decision.
It's not.
People
make buying decisions based on feelings.
That's right. All
buying decisions are emotional. People buy on emotions
FIRST and then (try to) rationalize and
justify their buying decisions with (their own
version of) "facts".
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Here's Exactly What Drives People To Buy
ANYTHING...
The #1 Buyer Secret Revealed
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All people in the
world have desires and cravings for... what?
Do you know what
the answer is?
You may think the
answer is: desires and cravings for "products"
(food, jewelry, cars, etc...).
Actually, it's
not.
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I'll tell you what
the answer is...
Our desires,
cravings and "lusts" are created by (our)
fantasies.
We desire and crave
products Fantasy Results...
Not products.
Not features (what the product is and what it
does).
Not benefits (what it does for you).
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You buy products BECAUSE
you "fantasize" about HOW you believe they will
fulfil your deep emotional desires by making your fantasies
come true.
Fantasies are the result
and outcome of advertising we're exposed to as well as our
own imagination.
People fantasize about so
many different things, and it is important not to confuse
features/benefits with FANTASIES.
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Feature
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Benefit
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Fantasy
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PPC Classroom teaches how to play
the AdWords game
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I can make money with AdWords and
become rich
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I
fantasize about being free, financially independent,
impressing friends, driving the car of my dreams,
buying anything I want for myself and my family,
etc...
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Product ABC cuts your appetite
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I can lose weight. I can lose 20
lbs.
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I fantasize about looking (and
feeling) great, wearing beautiful clothes I easily fit
into, impressing friends, etc...
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People 'lust' for
ANYTHING they believe has the potential of making their
fantasies come true.
The more time we spend
'fantasizing' about something, the greater the drive and
'lust' to buy products we believe could turn our fantasy to
reality.
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'Fantasy Results'-Driven
Marketing
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Match Your Marketing To Specific Fantasy
Results And You'll Be Seeing THIS Face A LOT!
ANY product marketing that
succeeds in 'matching' a fantasy result in the minds of
buyers is going to sell like hotcakes.
People make irrational buying decisions
because of their "fantasies".
Here are a couple of examples:
The Really
Overweight Woman
Example 1: an overweight woman
holds a pair of pants she knows she cannot possibly fit
into.
But you know what? she's starting that
strict diet next week and will lose all the extra weight in
no time, and will be able to wear anything she wants.
She fantasizes about wearing these cool
pants and standing in front of the mirror, rotating right
and left. She fantasizes about impressing her friends with
her killer new looks. It feels GREAT!
Cha Ching!
SOLD.
Example 2: The same overweight
woman comes across the following ad:
Nroo's Burn Appetite
Suppressant (Weight Loss Pill)
She doesn't "see" a weight loss bottle.
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What she sees
is...
"'W-O-W! I
can see my husband is 'attracted' to me... desiring
ME, as I walk past him wearing these sexy pants.
It's LOVE again! It feels GREAT!"
[words
are not actually articulated. Mind images speak all this]
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Cha
Ching! She
buys the weight loss product.
It's All About:
'Buying'...
Good Feelings!
And on and on it goes, as
this woman buys products right and left, and the only reason
she buys is because of the good feelings she
gets from fantasizing about what the product is going to do
to her.
In other words, she's
paying a lot of money just because she's feeling "good"
fantasizing about extraordinary results.
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HAS THIS EVER
HAPPENED TO YOU?
Children are REAL good
at fantasizing. And that's exactly why it's easier
to convince a fortune 500 CEO of something than to
convince a kid to "let go" of a toy he
decides he "really" wants. It
doesn't matter what you say to him. It doesn't!
He'll justify the deeeeep desire for the toy with
every imaginable irrational argument in the world.
And they are all convincing for him by the way, a
lot more than your "useless" arguments. :)
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Alright... now, for the
million dollar question:
SCIENTIFICALLY speaking,
what EXACTLY makes people "feel" good?
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