odds, because of his growing love for her. He is going after
pleasure. The pleasure goal is so powerful it erases every pain
he might experience.
In short, all the marketing experts who say pain is the great-
est motivator have forgotten the power of our driving force in life:
love.
People will scale mountains with luggage on their backs,
swim upstream in a hurricane, and battle armies and all odds in
order to fulfill that hardwired emotion in us to love and be loved.
Love rules.
All the examples we were given were unfair. Someone trying
to sell insurance and resorting to pain hasn’t figured out the real
pleasure button to make someone buy. They’ve been too lazy to
search for the pleasure trigger. Focusing on pain was simply an
easy cop-out, a handy approach.
It’s the same with all the massive ad campaigns that fail. Trying
to get someone to quit smoking or stop drugs because of the pain
they depict in the ad is the wrong approach. If we suddenly fo-
cused on the pleasure someone would have when they stopped
smoking or taking drugs, we’d be moving in the right direction.
This is obvious to me after watching the movie.
Our goal as marketing and businesspeople isn’t to tell people
what’s wrong with them or to remind them of their pain, but to
help them imagine and then experience the pleasure they long
to have.
It’s noble, yes, andit works.
Love moves everyone.
Love is the great motivator.
Love is the great pleasure trigger.
According to my friend Kevin Hogan, author of The Psychol-
ogy of Persuasion, love isn’t an emotion but a mind-set. And as
a mind-set, it is actually stronger than any emotion.
In short, you’re dealing with the most powerful motivator of
all time.
Reveal what there is to love about your product or serviceHYPNOTIC WRITING