Buyer Psychology: Simulating the Future Value of a Purchase
- Before making a purchase, individuals imagine what their life is going to look like if they go ahead with their purchase.
- For example, if you are looking to buy a car, you may visualize driving it daily, impressing neighbours, etc. If you are signing up for a gym membership, you will visualize how the you will get more fit in few week's time.
- Marketers utilize storytelling in to engage the brain, helping customers create positive future scenarios that excite and motivate them.
- Or even better, by encouraging customers to experience the product firsthand (e.g. car test drive or trial week at gym).
4
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Two marketing lessons from Josh Kaufman, the author of The Personal MBA: Master the Art of Business.
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