We like to think that we make rational decisions about our purchases. But, in most cases, people buy what they want, not what they need.

When you market to your potential customers, think about the emotions you hope to evoke. What outcomes do people desire? How do they want their lives to change and improve?

Feelings are memorable.

Features are not.

Larry Cornett is a Personal Coach who can help you optimize your career, life, and business. If you’re interested in starting a business or side hustle someday (or accelerating an existing one), check out his “Employee to Solopreneur” workshop (coming soon).

Larry lives in Northern California near Lake Tahoe with his wife and a gigantic Great Dane. He does his best to share advice to help others take complete control of their work and life. He’s also on Mastodon.