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Power Words and Marketing to Pleasure and Pain

April 2, 2021

In marketing we often treat customers as imaginary buyer personas who supply a business’s profits, but it’s important to remember that customers are real human beings with emotions and thoughts that can be influenced in any direction by marketing to pleasure and pain. Being human means we have psychological instincts that cause us to take certain actions. When we are happy, we smile; when we are sad, we cry. These instincts also apply to purchasing goods and services. Studies show that people are more likely to buy something based on their emotions rather than information alone. That’s why marketing to pleasure and pain points proves so effective

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