The role of emotion in B2C buying is well-established. People actually make purchase decisions based on deep psychological needs. Then their logical mind kicks in and finds a way to make the purchase seem rational. This happens largely without the customer being aware. Marketers, however, know how to connect their product to these deep-felt desires.
In order to sell a product or service, three conditions need to be met in the person or company that will buy from you. Without them, a sale is impossible. They must understand that they have a problem. They must know that you offer a solution. They must be convinced that your solution is the