,

While I was sulking and thinking about the predicament I was in with the power issues I suffered today,

I was discussing with my friend when he said something that struck me.

And immediately I had an idea for an email that I would use to drive home a lesson for you.

And I was even already thinking of angles to present the idea from.

But because I was sulking and mentally weak at that time,

I made a grave mistake by not writing the idea down, with the hope of writing it later.

And now that I am here trying to write this mail, my brain is just looking at me.

And I can't seem to remember the idea, no matter how hard I think.

Even worse, I can't even remember what we were talking about that led to the statement that gave me the idea.

So remembering the idea now is almost impossible.

With that being said, essentially I am here without the big idea I wanted to share with you initially.

So I will have to provide another lesson for you today, at least to appease you, won't I?

Yes I know.

So I will go ahead and do just that.

And here's today's marketing lesson.

(Fun fact: this is something that also came up when my friend and I were discussing on various random topics, because we were both jobless without power.)

Remember a few days ago when I told you that humans are emotional beings?

I also told you that the best way to get people to buy your products is by targeting the emotion relevant to your product and using it to nudge them to buy your product.

You remember right?

Good.

Two key driving emotions behind most buying decisions are Shame and Fear.

But one thing that is also true about humans is that...

Moving away from pain is a bigger motivation than gaining pleasure.

What this means in simple terms is that...

People are more likely to buy products that solve their problems, than they are to buy products that they derive pleasure from or products that help them continue deriving pleasure.

To put it better,

People buy products that cure their problems, more than they buy products that prevent future problems.

In fact, prevention doesn't sell.

If your product is something that prevents people from having a particular problem, you may find it difficult to sell a lot of that product.

I mean, you definitely would sell some of them, if you do your marketing right.

But if you want to shoot your sales through the roof,

Then you need to sell a product that cures/solves a pressing problem that people are currently facing.

And then hammer on their emotions like shame and fear to "force" them to take action.

And you will have a long line of people waiting to buy your products.

Because by nature, humans are not preventive. They are corrective.

That's why people don't go to the pharmacist to buy drugs to prevent sickness. But they buy drugs to recover from sicknesses.

So when you are creating a product, or choosing a product to market or promote...

Make sure to choose a product that cures an existing problem, not one that prevents a future problem.

That is if you want to sell more of your products.

I don't know if you got the message clearly enough, but that's all I've got for you today.

To your marketing success,

Daniel Enisan.