You know that feeling when after you have had a good run of trying to build a new habit...

Then something just comes along the way and tries to derail you and stop you from actually forming that habit.

Well, today is that day for me (yesterday too).

As you know I have been trying to rebuild the habit of writing a valuable mail to you daily.

But the Power authorities in my area have taken it upon themselves to derail me.

Anyway, I am here with today's marketing lesson, before I run out of power on my device again.

And today's lesson is simple.

Marketing has nothing to do with logic or rationality.

It has everything to do with emotions and feelings.

You must have heard the saying before...

People buy with emotions and justify it with logic.

It's true.

Humans are emotional beings.

It's one of the fundamental things that differentiates us from animals - along with the ability to think and make conscious decisions, as opposed to relying on pure instincts as animals do.

As a result, one of the easiest ways to get people to do something, like buy a product...

...is to target emotions that would motivate them to take that action.

And when they are sufficiently motivated by that emotion, more often than not, they end up buying the product.

Because by nature, we all respond to emotions.

Your job as a marketer is to look for the emotions associated with your product or service,

And to look for ways to connect the dots for your prospect and supply them with enough emotional motivation to help them take the necessary action.

But don't totally ignore logic though.

Humans are emotional, not stupid.

As much as you need to target your prospects' emotions...

You better be damn sure that you can make a good sales argument for your product logically.

Meaning that your offer must:

• Be solving a pressing problem they currently have
• Be irresistible
• Seem like they are cheating you

Plus, the perceived value of what you offer must be far greater than the price they are paying.

That way, it becomes easier for your prospect to take the necessary action.

Because it seems like the best thing to do, both emotionally and logically.

Does that make sense?

Good.

That's all I've got for you today.

See you in the next one.

To your marketing success,

Daniel Enisan.

P.S. If you're gaining value from these mails, drop a few sunflowers for me as a reply.

Oh and tell me what you love about them too.

I'll appreciate it.

Thank you.