Simplicity can be much more powerful than complexity, especially in selling.
A eureka moment occurred for me recently, at a workshop about public speaking run by Topher Morrison.
He shared a simple four step model to tap into the emotional states that buyers need to feel in order to make a purchase.
These buyer emotions are:
- Pain in the present
- Hope towards the future
- Faith in your promise
- Urgency
Keeping these points in mind, and using them as a check-list, should pay dividends in your marketing and selling.
They can be applied at all stages in the sales cycle; from lead generation, lead nurture, proposing, closing and into delivery.
I’ll be referring back to these points frequently, as a checklist to myself, as I develop website copy, my elevator pitch, presentations, sales letters, proposals, and more.
For more detail check out professional speaker Topher Morrison

Thanks JJWY – at least I presume that’s your initials not some other abbreviation.
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Welcome to my website registered advisor.
I thank you humbly for sharing your wisdom JJWY
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