Wouldn't it be nice to decrease the psychological foibles in the world? If you are not selling anti-anxiety drugs you still need to think about what motivates decisions.
Fear motivates, but avoiding a fearful encounter is more powerful. Fear is usually temporary. Avoiding fear is much easier and easier to believe.
Guilt is not as good a tool as a fear of guilt. If you are already guilty, why bother? With fear of guilt, you have a chance at redemption without the messiness of sin.
There are those that avoid pain and those that prevent pain. It is two sides of the same coin but very different approaches. Avoiding pain is about fear and never confronting pain. Preventing pain is a planed activity that includes things that might normally have come with the pain.
Want to know where most pain management is practiced? In hospital management, not patient management. Overheard: "Let's not buy that new hospital IT system. It would be too painful to train our people."
People without fear are really adrenalin junkies. One is simply more powerful than the other.
Being paranoid is a hobby. You always have something to think about.
There are things you do for your self to feel good and then there are things you do so that you can talk about yourself to others so that you can feel good.
The brain is a messy place. It is difficult for some to look at these as part of marketing. The fact is that this is all real. Avoiding these motivators is sometimes bad for your marketing. People like their problems, needs, and fears addressed. In fact they get turned off when you don't.
Our motivations are a resource that you should use. Be careful not to abuse or exaggerate! Use the truth. People will exaggerate the problem far more by themselves than you could anyway. It's just how you phrase the truth that matters.
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