Evoke Their Desire
is what we all unconsciously strive to maintain. In other words, we don't typically change or take new actions unless we feel that we must do so.Getting people to go out of their way and part with their money for your products and services can be difficult for this reason. People don't usually buy from a state of comfort. They buy when they feel a strong need or desire. Your job is to evoke that desire using clear and persuasive communication.
People buy with emotion and then justify their purchase with logic, so try to get clear on the deeper emotional reasons why someone might benefit from what you have to offer.
Here are some ways you can evoke emotion in people:
- By highlighting the difference between where they are and where they want to be.
- By telling meaningful stories that inspire change.
- By talking about the cost of inaction and what will happen if they don't make a change.
- By painting the picture of the ideal future they could have.
- By providing insight and new ways of perceiving the problem and its solution.
People are twice as likely to move away from something they don't want as they are to move towards something they do want. So rather than only talking about what they stand to gain, talk about what they stand to lose by not making a change.
The combination of speaking about someone's desired future while also highlighting the cost of inaction and the pain that might result from it is a powerful way to move someone out of homeostasis and into action.