Full-service strategic marketing firm, and one of the top-five advertising agencies in Hawaii

Two ways to persuade anyone to do anything

There are only 2 reasons why anyone does anything:
  • To avoid pain
  • To feel good
Every decision you make is based off of those two outcomes.  Think about it.  Can you think of any choice you’ve ever made that didn’t boil down to that?
I’m going to go to that restaurant. > I don’t want to cook dinner tonight.  OR I heard they have good food there and I like good food.
I gotta go to work. > I don’t want to get fired OR I like buying things and having a roof over my head.
We need a new car. > I don’t want the car to break down. OR I like the way it looks.
As a marketer, you can leverage this by determining how your company helps your customer to avoid pain or feel good, and then communicate that through everything you do.