e.g. I won’t admit to wearing that t-shirt (in the photo above) as something I wear to show off that I went to Barcelona. My reason is that ‘I like the t-shirt’. But then if that t-shirt had a city that was highly undesirable, then I wouldn’t wear it, even if it was the very same t-shirt.

So true and to the point. I read so many times in your articles and other business books and blogs I read, about all the benefits and features ‘but’ if the customer doesn’t WANT to buy, they won’t; if the ‘marketing’ fails to target the ‘want’ then they’ll miss the point; if the copy or the graphics or the headlines fail to address the ‘human nature’ and ‘psychology’ attached to the ‘want’ then they’ll fail to get the sale.

It takes a lot more than a ‘need’ for us to get our credit card out and give money to someone.

Sometimes we buy when we NEED something; but we are instinctively more likely to buy if we WANT (that product) or we WANT the results that product or service will give us.

Thanks for clarifying that.

The example being Schlitz Beer and the deep wells, how they steam cleaned or washed the bottles 8 times, etc

I agree with what you are saying, just trying to incorporate it with what Hopkins says.

Thanks!

can you point to a sales page(s) (besides your own products) that we can refer to as perfect example of selling the baby and not the pain. Any pointers?

Thanks again!

Thank you Sean!