The two P’s of motivation are pleasure and pain. I think that people buy products or services for one or two reasons and there are hundreds of books out there around the psychology of selling. In my experience, people buy products or services either to move closer to pleasure or to move further away from pain.

Nowadays it appears that marketers focus all their attention on marketing towards the pleasure, it may also be extremely effective for marketers to target solutions which moves the consumer further away from pain. It’s unrealistic to think that we are going to live our lives in a solely pleasurable way, so brands need also to look at their consumers pain points. Contact me via e-mail for an introspection into your buying process.