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Principle #1: A person’s primary motivation is,
“What’s in it for me?”
Principle #2: A person’s behavior is based on their need
to either avoid pain or gain pleasure.
Principle #3: Immediate pain or pleasure is a stronger
motivational force than future pain or pleasure.
Principle #4: A person makes buying decisions based
on emotion and justifies this decision with logic.
To be influential, we need to take into account both logic and
emotion. Of the two, emotion is a much more powerful motivating force.
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