You know when you walk into a store and know the product is just made for you? That happened to me today, I had to buy these shoes. On my way back, I started making up all kind of rational arguments why I needed them… Made me laugh. Why not just admit I fell in love with the shoes? Our purchasing decisions are very much based on emotions and still we’re super-rational when describing our offer.
What if we would focus on creating expectations and making the client curious about us instead? Rational arguments are important but put first things first.