Understanding why your customer wants to buy your product is really important.

• Customer WANTS divide into four levels of urgency / emotional commitment:
• Pain in the present – like it’s gone wrong TODAY and I need HELP! NOW! Kerching – this one the biggie!
• Pain in the future –it might go wrong sometime soon – like buying travel insurance for gap year travel
• Pleasure in the present – I want that NOW! Tommy Hilfiger jeans perhaps!
• Pleasure in the future – as in a holiday I’m booking for next year

The most potent of these is PAIN IN THE PRESENT, followed by PAIN IN THE FUTURE and so on, with PLEASURE IN THE FUTURE being the least urgent / lowest level of emotional commitment.

So if you can find a reason why your product is solving one of these emotions, you’re onto a winner.

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