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Basic InstinctsAppeal to your customers' primary needs, and you're one step closer to closing the sale.
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Why do your customers buy? The answer is simple: Because theyhave at least one motive, and you appealed to it.
A motive is an aroused need, drive or desire. PsychologistAbraham Maslow's hierarchy of human needs is still a good gaugefor discovering what people want. Maslow ranked people's needs,stating that the basic survival necessities (food, clothing andshelter) must be satisfied before the higher-level needs(education, pleasure, fulfillment) are felt.
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