"... book about making everyone else change."We all like to think that we make decisions based on logic and reason, but it is much more likely that we use our logic and reason to justify decisions we make based on emotion.

So what does this have to do with marketing?

Simply that if we want to appeal to potential clients and customers, we need to appeal to their emotions.

One of the things I learned in my many years of fund raising for various worthy causes is that the way to a person’s wallet is through his heart.

There are tons of worthy causes out there, but even a person with the resources available to Bill Gates has to choose which ones he will support.

Translating this to for-profit businesses, people buy what they want, not what they need.

My favorite example of this principle comes from the diet and nutrition industry.

No one really wants to give up all their favorite foods and replace them with veggies. Anyone trying to sell a confirmed sweet eater on a healthier diet is going to have a pretty tough sell.

Reframe that same program as a weight loss program; and all of the sudden, you’ve got a winner!

So when you sit down to plot and plan your marketing strategy, consider what the people who might buy your products and services really want, and structure your language accordingly.

Examples of this are all around us, especially in the advertising of major corporations. We may not have their research and marketing budgets, but we can certainly emulate their successful strategies.

I’d love to hear about some of your favorite examples of this principle.